Half of fast food users are interested in gourmet burgers, says research
New research from Mintel found that many Brits are now looking for a ‘better burger’.
According to the data, seven percent of Brits who’ve visited a fast-food restaurant in the past three months said they’ve switched from these restaurants to gourmet burger restaurants, rising to over one in 10 (12%) users aged 16-34.
Richard Ford, Senior Food and Drink Analyst at Mintel, said, “The gourmet burger trend continues seemingly unabated, adding value and interest to the burger market. Gourmet burgers have prospered during the economic downturn through their status as an affordable meal that still offers indulgence.”
“The ongoing expansion of ‘better burger’ restaurants continues to add value to the market by encouraging trading up. Offering thicker burgers and a greater range of patty meats should provide burger operators with opportunities to further entice customers and maintain their interest.”
Although the number of gourmet burger bars is still small, Brits’ cravings for a superior burger among other factors is having a positive influence on the overall burger bar market, with sales expected to post growth of 4.5% to £3.2 billion in 2015 and a growth of 19% predicted between 2015 and 2020 to reach £3.8 billion.
Half (52%) of UK consumers who’ve eaten or bought food from a fast-food restaurant in the past three months said they’d be interested in trying gourmet burgers from fast food chains.
Regarding this, 29% of fast food users are interested in burgers from fast food venues containing thicker meat, 26% in a greater selection of burger toppings and 24% are interested in burgers made using more premium bread.
Amidst concerns over health, consumers still see gourmet burgers as a better alternative. Indeed, two in five (39%) fast food restaurant users say that gourmet burgers are better for you than burgers from a fast food restaurant.
Mintel’s research shows that smaller meals are a hit among health-conscious fast food diners. Just 17% of fast-food restaurant visitors say they have ordered healthier dishes at a fast food restaurant, but two in five (42%) say they would rather eat a smaller portion of their favourite meal in a fast food restaurant that a reduced calorie version.
“While consumers do not tend to look to fast food restaurants for healthy dishes, smaller dishes may hold more appeal for diners on those occasions where they are looking to cut down on the amount of calories they consume at these venues,” Ford said.
