Consumers Still Seeking Better Burgers
If it seems like people are eating more burgers than ever, well, they are.
New research from Chicago-based Technomic reveals that 95 percent of consumers say they eat burgers at least once a month. Moreover, half of consumers (49 percent) say that they eat burgers based on sheer cravings. The research is part of Technomic's recently-updated “Burger Consumer Trend Report.”
While cravings and consumption are entrenched, there are some dynamics in burger consumption. Technomic’s year-over-year data shows that the fast-casual “better burger” segment and customization formats are helping fuel growth in the category, while quick-service restaurants are moving more toward promoting higher quality, variety and "craveabilty” over just low price. The better burger category is expanding, too: 23 percent of survey respondents say that they look for gluten-free burgers, 23 percent want vegan burgers and 22 percent are interested in vegetarian burgers.
"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 preparation -- can really help deliver that as part of a solid value equation.,” says Darren Tristano, Technomic's executive vice president, adding that the better burger segment is likely to continue to grow and thrive.