US consumers are eating burgers more often than ever before, driven by the rise of the better burger movement, according to new research from Technomic.
The overwhelming majority of consumers (95%) said they eat burgers at least once a month—and cravings are driving this high consumption.
The firm found that burger consumption was up at fast-casual restaurants; 51% of consumers report eating fast-casual burgers at least once a month—an increase from 43% in 2011.
Over half of consumers (51%) said it was 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 said that build-your-own burger concepts are appealing, and 64% also said that the ability to customize burger toppings and condiments is important.
Half of consumers (49%) cited 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,” said Darren Tristano, executive vice president of Technomic.
“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.”
