Datassential’s burger keynote data shows that the average American eats about three burgers per month, mostly from QSRs. The number of burgers eaten by Americans has remained about the same year over year, according to Datassential’s research.

Retailers who offer burgers find that the food item generates about 25% of their overall foodservice sales. More than half of operators serving burgers say that they are a central part of their offerings, and two-thirds say that burgers are a profit center for their operation, according to Datassential.

Contrarily, McDonald’s said that customers were placing less orders year over year as consumers try to save money and hunt for a deal. “Overall McDonald’s reported net income in the June quarter of $2.02 billion, down more than 12% from a year earlier,” according to the Wall Street Journal.

While plant-based foods are trending, less than half of the retailers in Datassential’s study found that plant-based burgers were as popular as meat-based burgers.

Customization is also trending. “At least some degree of customization is now standard at most restaurants, with more than half of operators now offering a completely customizable ‘build-your-own’ burger—a menu feature that is up 4% from three years ago.”

When it comes to appealing to Gen Z, younger customers desire more “globally inspired” menu items, a variety of cheese options, and more premium meat patties.

Last week, Kent Kwik’s Rustic Cafe launched a new green hatch chili burger, keeping on trend with growing consumer demand for spicy foods. The burger features hatch green chilis, smokehouse bacon, pepper jack cheese, and jalapeno ranch.