Burgers are winning fans in live sport venues
People prefer food that is easy to handle, quick, and filling.
Live sport remains a powerful driver of out-of-home visits, but food options can make or break that visit, according to a report from Americana.
Major sporting events generated nearly £9.75b for the UK economy in 2024, and another busy summer of sport is expected to bring similar opportunities for venues and suppliers.
Research shows 63% of consumers plan to watch sports in venues such as pubs, bars, sports venues, or restaurants, and 67% say they often buy food before or during these events.
Crucially, 26% say no food menu would actively discourage them from choosing an operator, whilst a further 41% say it would influence their choice.
When eating whilst watching sports, people tend to prefer food that’s easy to handle (49%), as well as quick and filling (44%).
Burgers fit that demand, with 82% saying they’re likely to order one during a game.
Ingredient quality also plays a role. Nearly 9 in 10 respondents (88%) say it matters when ordering a burger.
When asked what would encourage them to buy one during a sporting event, value for money ranked highest (25%), followed by ingredient quality and the bun (21%), then speed of service (15%).
The findings suggest that burgers are a popular option in these settings, but quality and pricing both influence whether people actually buy.
The research also indicates that perceptions of quality go beyond the meat.
About 61% of respondents say the bun is just as important as the patty, whilst 85% associate a soft, sturdy bun with better quality and value.
Appearance matters as well. Details like a freshly baked look, grill marks, seeded tops, thickness, and a glossy finish all affect how people judge a burger, with 71% saying a premium-looking bun makes the product feel worth a higher price.
