Chains could face revolt over premium burger prices

Aussie burger

Consumers are turning away from burgers in favour of cheaper options on the menu, a new report by Techomic has found.

The 2017 Burger Consumer Trend Report reveals that fewer consumers are eating food operators’ burgers now than in previous years and restaurants are beginning to feel the effects.

While 56% of consumers say that they eat burgers at least once a week, this is down from roughly two-thirds of consumers in 2013, and consumers say they are now preparing a higher percentage of their burgers at home.

These shifts in consumption align with the increased availability of other foodservice options, especially at fast casuals and retailers, and the 15% increase in burger prices at leading chains since 2013, compared to 11% for other entrees.

The research was carried out in the US, but will chime with commentators who think the UK burger market may have reached the peak of its popularity.

“Burgers are becoming a more premium option as pricier toppings like brisket, fried eggs and avocado trend up on menus,” explains Anne Mills, manager of consumer insights at Technomic. “While these ingredients are satisfying demands for new and unique burgers, increasing prices may make burgers a less practical option and push consumers to more affordable alternatives, especially as retail prices for burgers drop.”

In addition 35% of consumers say it’s very important that restaurants offer burgers with new and unique flavours while 26% find breakfast burgers are highly appealing, and 45% said it’s very important that burgers are made with never-frozen beef.

 

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