Consumption on the Rise

Photos: South St. Burger Co.
The rise of fast-casual chains, such as the
South St. Burger Co., are one of the main
reasons more consumers are eating burgers.
– significantly less than many other entrées, according
to the report.
In terms of fast food, burger purchase frequency
remains high, as 17 per cent of respondents said they
eat a burger from a fast food restaurant once a week or
more, while 28 per cent said they do so once every two
to three weeks. This consumption is driven by men and
consumers aged 18 to 34.
Combo-meal burgers are the top variety at LSRs, while
specialty burgers are the top sellers at FSRs, indicating
that operators are highlighting price-oriented value and
flavour differentiation for burgers on their menus.
Weikel says the QSR segment continues to offer very
low prices, but notes the segment is “really working on
value and quality perception to try to compete with fastcasual
and still doing so at a very relatively low price
point.”
The report says burgers are among the leading entrées
listed at both LSRs and QSRs. At the top 250 LSR chains,
burgers are the fourth most frequently listed type of
entrée, while at the top 250 FSR chains they rank third.
The report says burger consumption is on the rise
at FSRs – both at family dining and casual dining
establishments – but that most consumers still don’t
regularly order burgers at these concepts. At casual spots,
such as Boston Pizza and The Keg Steakhouse and Bar,
27 per cent of consumers order burgers once a month,
while 54 per cent rarely or never do.
Trends
The top trends in specialty burgers include premium
protein – such as ostrich, turkey and particularly Angus
beef – as well as toppings that add sweetness or spice,
house-made sauces and globally inspired flavours and
ingredients. Cheeses, for example, can differentiate
burger offerings by offering an artisan appeal – bleu and
goat cheeses can add sharpness or a premium quality,
while nacho, pepper Jack, mozzarella and feta can help
create globally inspired menu choices.
And while classic toppings like tomato, lettuce, onion
and pickle continue to dominate both fast-food and fullservice
menus, toppings like avocado, guacamole and
pineapple are up-and-comers for those looking to add
globally inspired items.
The report also notes that mayonnaise remains the
top condiment across limited service and full service
restaurants, which can help operators experiment, as
different ingredients – including garlic, chipotle and
herbs – can be mixed in to boost flavour options.
At home
Over half of consumers surveyed said they eat a burger
at home at least once every three weeks, while 22 per
cent say they do so weekly.
One of the biggest differences between the U.S. and
Canadian versions of the report is that at-home burger
consumption is stronger than fast-food purchases in
Canada, while American consumers eat burgers at fastfood
restaurants just as often as they do at home.
Canadian Meat Business July/August 2011
meatbusiness.ca