Report Says Burger Category Risks Losing Affordable Reputation

Beyond Burger
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Technomic’s 2019 Burger Consumer Trend Report explores the latest challenges and opportunities in the burger category, including price hikes, plant-based proteins and delivery. The report says that a “lot is shifting in the world of burgers, with plant-based items and third-party delivery on the rise.”

Among the trends analysed in the burger category, it is noted that prices are rising at a faster rate than the average entree, and that “these price increases are true across a variety of burger types, including bacon cheeseburgers, veggie burgers and specialty burgers.”

Key takeaways from the report include:

  • 42% of consumers who eat burgers strongly agree that they have a preferred restaurant they almost always go to for burgers
  • 46% of consumers who eat burgers strongly agree that they’ve noticed price increases for burgers at restaurants over the past year
  • 44% of millennials who eat burgers expect restaurants to offer at least one plant-based burger option

“Price increases are offering operators a form of relief as they struggle with rising labor and delivery costs, as well as limited growth through traffic,” explains Charles Winship, manager of consumer insights at Technomic. “But continued price increases for burgers could ultimately cut into perceptions around their affordability and push consumers toward other options.”

Prices for the burger category as a whole may be increasing, but it seems there is no danger of the plant-based burger losing traction. GrubHub revealed last week that veganism is a top trend on the platform, with the Impossible Burger currently rated as the suggest selling late night order internationally.