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According to a recent report from Technomic, Inc., burgers are one of the hottest menu trends – and their popularity isn’t limited to quickservice. “Burgers may be the one area of foodservice that American consumers are less willing to cut back, despite the current economic environment,” says Darren Tristano, executive vice president, Technomic, Inc. This is an important opportunity, given that a significant percentage (about a third) of consumers are willing to pay more for a specialty and/or premium burger – because, according to Darren, “The value proposition is heightened.” What makes a burger “premium” in the eyes of consumers? Almost three-quarters cited the quality/type of meat (Angus, Wagyu); about the same percentage responded that it’s a high-quality cut of meat (sirloin). (The report notes that both Angus beef and sirloin cuts have risen in popularity in the last couple of years.)
In fact, from fast food to fullservice, it seems to be more about the beef than any other factor. Across all restaurant segments, consumers cited good quality/taste of meat (or other protein) as the #1 or #2 most appealing burger element. What’s on top counts, too – when all restaurant segments are included, quality/taste of the toppings rises to 41% of consumers who ranked this element #1 or #2. Of particular interest to fullservice operators seeking to tap into the potential of burgers may be the fact that nearly half of consumers (47%) said they think restaurants should offer a variety of burger sizes, ranging from mini-burgers to half-pound burgers. For more information and to purchase Technomic’s comprehensive Burger Consumer Trend Report, visit: technomic.com/_files/products/2009_burger_brochure.pdf
