Customers Willing to Pay More for “Better” Burgers, Technomic

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CHICAGO — Technomic’s 2015 Canadian Burger Consumer Trend Report finds that burgers remain a staple, with consumers eating an average of 3.7 a month.

Although competition is high and the still emerging fast-casual burger segment will have to contend with rising commodity prices and the growing list of “better burgers” offered at lower prices by quick-service restaurants, fast-casual burger concepts are poised for further growth. This is due to the continued importance today’s consumers place on premium, customizable and innovative burgers that they consider to be healthier than quick-service options. Consumers are also willing to pay more for “better burgers” if they are perceived to be a good overall value.

“Conveying quality through ‘hand-pressed’ and ‘never frozen’ attributes can satisfy a broad range of needstates, while implementing value cuts and non-beef proteins can lower costs,” suggests Deanna Jordan, senior research analyst at Technomic. “Adding variety through toppings and portions can also give consumers more price options.”

The report found that consumers rank meat quality/taste as the most important burger attribute, followed by price/value for the money, quality/taste of toppings and quality/taste of the bun.

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