Long live the burger, consumers are clearly saying. But evidence continues to mount that just which burger we’re talking about is undergoing quite a change at the restaurant level.
According to data from industry-researching firm Technomic, some 95% of consumers eat a burger at least once a month – and they’re getting pickier. Backing what analysts have said and what large chains such as McDonald’s (MCD) and Burger King (BKW) have had to start dealing with head on, the fast-casual “better burger” segment, as well as customization options, are driving the sector, the findings of a new report say.
In a press release, Technomic said chain restaurant value menus “are evolving from a sub-$1 pricing model to one that emphasizes high quality, variety and craveability for a low price.” Darren Tristano, executive vice president of the firm, said the better burger group, which includes names such as Smashburger, In-N-Out Burger and Five Guys Burgers and Fries, “continues to thrive in the overall burger category and that shows no signs of stopping.”