Despite growing food adventurism, the proliferation of diverse cuisines and the ongoing rise of plant-based offerings, beef burgers still account for one in nine of every dinner consumed outside the home. Sales are also in year on year growth. As such, it is difficult to argue with leading US restaurateur, Danny Meyer, who said: “At the base level, a burger is a piece of meat and a bun with something on it. It’s simple but it seems to make a lot of people happy.”