Burger Trend Continues to Sizzle
Thursday, 28 July 2011 10:14Technomic identifies what consumers find most appealing about burgers offered at more than 40 leading limited- and full-service chains.
A new study released by trend-tracker Technomic finds burger consumption up considerably since 2009, with nearly half of today’s consumers saying they eat a burger at least once a week compared with 38% two years ago. One reason for the increase is the continued prominence of burgers on quick-service value menus.
“The value menu is certainly a big part of this increase in burger consumption,” says Sara Monnette, director of consumer research at Chicago-based Technomic. “There are other factors at work, however, as the specialty-burger craze has driven growth in a way that is almost defiantly separate from pricing. The better burger restaurants in the fast-casual segment have put the burger top of mind for consumers, and even the quick-service chains have begun to respond and focus portions of their menus specifically on quality perceptions.”