In Focus

Exclusive: New Research Highlights the Growing Importance of Burgers in the Out of Home Market

The NPD Group has revealed burgers are the second food product ordered in the foodservice industry, behind sandwiches.

In the past 12 months to September 2017, burgers were included in 12% of all visits to the out of home market, still far from sandwiches (20%) , but over-double that of pizza (5%). Burger servings have been continually increasing over the past seven years, up 42% versus September 2010. Traditionally sold at quick service restaurants, gastro pubs and casual dining restaurants have strongly developed their offer of burgers. Pubs now account for 14% of all burger visits and have grown these visits by +66% since 2010.

Casual dining restaurants have been the fastest growing segment of the last seven years and they have been a key driver of burger growth. Since 2010, casual dining visits including a burger have increased by over 80%; they are an essential part of the menu, included in 13% of orders. Along with the rise of casual dining, we have also seen the rise of the premium burger. The average eater cheque of a burger meal ordered at a casual dining restaurant is 80% higher than for the total out of home average and nearly twice as high as in QSR.

Cyril Lavenant, Head of Foodservice UK in the NPD group commented: “premium burgers have been very ‘on-trend’ for the last few years. More and more operators have responded to consumer demand by introducing them to their menus. However, as the market becomes increasingly saturated, consumers risk getting overwhelmed with choice and operators will have a harder time standing out from the crowd. “

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