Meatloaf Rebranding Underway: Part 4 – Iran



In our ongoing Meatloaf rebranding mission (Meatloaf is affectionately known as Loaf), we have studied Loaves in Bulgaria, Germany, France, Italy, and Britain. Loaf was dead set on going on a world tour to chase stardom because he wasn’t sure he could accomplish that in the U.S. We finally convinced Loaf that he doesn’t have to travel elsewhere to reach celebrity status: he can be a star here at home and use foreign Loaves as examples to guide his own rebranding in the U.S.

Now, we visit Iran to look at Persian Loaf (Kotlet) and to see how Loaf can use Kotlet’s brand image to help with his own rebranding in the U.S. (Yes, Loaf is a him and not an it; after poor Loaf has played second fiddle to Hamburger for his entire life, he deserves some respect.)

Persian Loaf (Kotlet): What It Is & Ingredients

Alright, Loaf. It’s time to look at Kotlet in Iran and see why he’s so darn popular while you, American Loaf, still live in Hamburger’s shadow. Persian Loaf (Kotlet) is like Elvis…but still alive…figuratively. The King (of ground beef) is comprised of several large patties of ground beef, often served lumped together as if they’re one giant hunk of meat. Ingredients are the following: ground beef, potatoes, eggs, onion, turmeric, advieh, breadcrumbs, salt, pepper, and vegetable oil.

Side Dishes and Key Takeaways for Loaf Chefs

So, Loaf, why is your cousin Kotlet an A-Lister in Iran and not living in the shadow of some other ground beef concoction? Maybe it’s because Kotlet is more exciting. If your prep team snazzed you up with these bits of Persian food-bling below, you may outrank Hamburger one day!

  • Advieh– Advieh is the first bit of bling for The King of Ground Beef. Using it could seriously spice up your brand image. It’s a mix of spices that usually includes turmeric, cinnamon, cardamom, cloves, rose petals or rose buds, cumin, and ginger.  It may also include ground golpar, saffron, nutmeg, black pepper, mace, coriander, or sesame. This, combined with the other Kotlet spices listed above, is much more exciting for the taste buds than the common American Loaf spice mixture: salt, pepper, and Worcestershire. Wouldn’t you agree?
  • Maast-o khiar (yogurt dip)–Maast-o khiar is to Kotlet as Gold lamé was to Elvis. Why use just a bit of bling to boost your brand image when you can completely cover yourself with it? Dive in, roll around, and get comfy because Kotlet isn’t complete without Maast-o Khiar. It contains plain yogurt, cucumbers, dill weed, shallots, salt, and pepper. Now, this may excite your fans’ mouths more than the American Loaf’s plain ketchup will.
  • Chelo (steamed rice) –Hamburger has a fabulous sidekick: Fries! Kotlet’s sidekick is Chelo. Who’s yours? (I hear crickets…) Maybe having a yummy sidekick would boost your brand image. (Don’t take Robin. He already belongs to Batman.) Chelo would be a perfect sidekick for you! Chelo usually contains turmeric, saffron, and some variations have dried berries! What food’s brand image wouldn’t benefit from warm, fluffy, steamed rice?

Next Steps

So, Loaf, you see how a more exotic mix of spices and a flavorful group of side dishes can improve your brand image in the U.S.? Good! You see how you don’t have to visit Iran to be appreciated to the extent that Hamburger is? Good! Use some bits of foreign bling and snazziness to rebrand yourself domestically. Americans appreciate exciting food as much as everyone else, so our meatloaf rebranding mission will serve you well! Speaking of exciting food, stay tuned for our trip to the Philippines where we’ll look at the Filipino Loaf!


Chiara I. Tedone
President and CEO
Independent Food Rebranding Agency

 About the Author

Chiara Tedone


Chiara is Digital Content Creator and Blog Manager for AMA Tampa Bay. She is Co-founder and Director of Winning the Fight, a non-profit organization specializing in neurodegenerative disease research. Chiara is also a freelance digital marketer for small businesses and is finishing up her MBA with a specialty in marketing from the University of South Florida. Prior to moving to Florida, Chiara lived in Washington, DC. She earned her BA in International Studies from American University’s School of International Services in 2007 and worked for Booz Allen Hamilton and the Department of Defense thereafter. Her hobbies include obstacle racing, running, swimming, kayaking, SCUBA diving, and opera/classical singing. She also loves country music and chocolate!

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Email: Chiara at [email protected]

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