Consumer Research: Burger Insights
In honor of National Burger Day, Brisan Group spoke to consumers to explore current consumption and purchase drivers of hamburgers.
Snapshot
We’ll cover the following:
Burger consumption: how often and where they are consumed
Consumers favorite way to eat burgers
The best fast-food and sit-down restaurant burger, according to consumers
How consumers prepare burgers at home
Plant-based burgers
Hybrid burgers, made with plants and meat
The most popular brands of burgers purchased by consumers
The most popular burger toppings, according to consumers
What a better-for-you burger should taste like
Burger Consumption: How Often and Where They’re Consumed
MORE THAN ONCE IN A WHILE
A surprising number of consumers responded eating a burger from a from a fast-food chain 2-3 times per month or more often.
Over half of respondents consume a burger at a sit-down restaurant once a month to once every three months or less.
Those who are buying fresh and frozen patties from the grocery store reported purchasing burgers 2-3 times per month or less.
Consumers Favorite Way to Eat Burgers
DON’T MESS WITH TRADITION
The majority of consumers consider themselves traditionalists when it comes to how they enjoy eating their burgers. Traditional burger toppings include: pickle, onion, cheese, ketchup, and mustard.
The Best Fast-Food & Restaurant Burger
good burger
Respondents in the Chicagoland area consider Five Guys and Culver's BEST burger from a fast-food chain and 31% consider Red Robin as the BEST burger from a sit-down restaurant.
Brisan Group 2020
Brisan Group 2020
How Consumers Prepare Burgers at Home
fire up the grill
Respondents typically purchase fresh all-beef patties to make at home. Majority of consumers purchase fresh meat and to save on time more than half purchase the pre-made patty.
When making burgers at home, consumers are more than likely adding spices to the meat or the pre-made patties.
And the most popular cooking method? Char-grilling!
Dining In
Pickup, delivery, and burgers
With more and more consumers staying home, it’s no surprise that majority of respondents reported ordering a burger from a restaurant for pick up or delivery.
Among those that have ordered a burger for pickup and delivery, the majority found the quality to be very good to good. Those that mentioned it was poor quality, was because the burger was cold or soggy.
"How can restaurants change this experience for consumers to enjoy the American staple?"
Plant Patties
Let’s talk plants
With consumers shifting lifestyles and conscious of what goes into their body, it is no surprise that plant-based burgers are on the rise.
Of those consumers that have tried a plant-based burger, most do so because they are curious of the taste of it and over half of want to start eating healthier. Impossible, Morningstar Farms, Beyond Meat, and Boca are the most popular brands of plant-based burgers they have purchased/consumed in the past.
Overall, consumers want the plant-based burger to taste more like meat and have added nutrition.
One Combo, Please
Meat + plants = patty paradise
62% of respondents are interested in a combination type burger that holds both meat and plant in it.
Taste is very important to the consumer. Consumers are looking for the combo burger to taste like a regular burger, have less fat/calories, added nutrients, and an added serving of vegetables to it.
Some ingredients consumers are interested in for the combo burger include mushrooms, beans, grains, ancient grains and other legumes.
Popular Frozen Burger Brands & Toppings
tOP PICKS
Store Brands and Bubba brands are among the top popular frozen beef brands.
Popular toppings for burgers include but not limited to: cheese, onions, lettuce tomato, ketchup, pickle, mustard, mayonnaise and bacon.
Brisan Group 2020
Brisan Group 2020
What a Better-for-You Burger Should Taste Like, According to Consumers
WEll, Better
When asked what that may look like many respondents mentioned less fat and calories, added nutrients, added vegetables but still flavorful like a regular burger.
Of course, respondents expect the better-for-you to taste the same or better than a regular burger.
“It would have lean meat and may include vegetables and/or grains.”
“Overall less unhealthy ingredients like sodium and few calories/less fat grams.”
“Nutritious, inclusion of vegetables, high protein.”
Key Industry Takeaways
Burgers are a popular food item and are typically consumed 2-3 times per month or more often.
Tradition is KEY when it comes to toppings.
When making burgers at home, consumers purchase fresh, ALL-BEEF patties.
Consumers expect plant-based burgers to taste like meat and to have added nutrition from vegetables and grains.
Consumers are interested in a burger with both meat and plants.
Taste is king and consumers expect a better-for-you burger to taste the same or better than a regular burger.