Burgers remain a staple in consumers’ diets, with consumers eating an average of 3.7 burgers a month, finds Technomic’s Canadian Burger Consumer Trend Report.
By Technomic Inc.
Competition is high and the still emerging fast-casual burger segment will have to contend with rising commodity prices and the growing list of “better burgers” offered at lower prices by quick-service restaurants. Nevertheless, fast-casual burger concepts are poised for further growth due to the continued importance today’s consumers place on premium, customizable and innovative burgers that they consider to be healthier than quick-service options. Further, consumers are willing to pay more for better burgers if they are perceived to be a good overall value.
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“Conveying quality through ‘hand-pressed’ and ‘never frozen’ attributes can satisfy a broad range of need states, while implementing value cuts and non-beef proteins can lower costs,” suggests Deanna Jordan, senior research analyst at Technomic. “Adding variety through toppings and portions can also give consumers more price options.”
[View larger INFOGRAPHIC: Spotlight on Burgers]
Among the findings:
- On a weekly basis, 48 per cent of male consumers purchase burgers from restaurants compared to 35 per cent of women.
- Consumers rank meat quality/taste as the most important burger attribute, followed by price/value for the money, quality/taste of toppings, and quality/taste of the bun.
- At limited-service restaurants, mushroom & Swiss tops the list of fastest-growing burger varieties since 2013 with a 100 per cent increase in menu-item incidence. Chicken burgers win out at full-service restaurants, growing by 5 per cent.