CHICAGO – Consumers
are eating burgers more often than ever before, according to new research from
Technomic. The overwhelming majority of consumers (95 percent) say they eat
burgers at least once a month—and cravings are driving this high consumption.
Half of consumers (49%) cite cravings as one of the top reasons they
purchased a burger on their most recent occasion. Additionally, year-over-year
comparison data shows that the fast-casual “better burger” segment and
customization formats are fueling the momentum of the burger category.
Burger-chain
value menus are evolving from a sub-$1 pricing model to one that emphasizes
high quality, variety and craveability for a low price.
“The ‘better
burger’ sector continues to thrive in the overall burger category and that
shows no signs of stopping,” says Darren Tristano, executive vice president of
Technomic Inc. “As the burger category evolves, consumer demands are changing.
Consumers expect ‘something extra’ when dining out, and better burgers — with
quality ingredients and customer-chosen toppings or specialty preparations —
can really help deliver that as part of a solid value equation.”
Key findings
include:
- Burger
consumption is up at fast-casual restaurants; 51% of consumers report eating
fast-casual burgers at least once a month — an increase from 43%in 2011.
- Quality
is key: 51% of consumers say it’s highly important that the burgers they order
are made from never-frozen beef — an increase from 43% two years ago. More than
half (55%) want menus to specify the type of beef used, up from 48% in 2011.
- Nearly
two-thirds of consumers say that build-your-own burger concepts are appealing,
and 64% also say that the ability to customize burger toppings and condiments
is important.
- Data
indicates that interest in special diets — driven by younger consumers —
continues to grow, as more than a fifth of all consumers who eat burgers say
that gluten-free (23%), vegan (23%) and vegetarian (22% — up from 18% in 2011)
burger options are important.
Technomic’s latest Burger Consumer Trend Report is designed to help foodservice executives
understand the latest consumer behaviors, preferences and attitudes regarding
burgers. The report also offers research on the latest menu and consumer trends
for the burger category.