UK burger fans are hungry for customisation options: Mintel
4 in 10 want to pick out their own bread, meat, and toppings.
Plain old beef and buns just won't cut it anymore, as UK burger fans are hungry for more flexibility from their fast food restaurants.
According to research from Mintel, over 4 in 10 (41%) Brits want customisable dishes, for example selecting the bread, meat, and toppings. Meanwhile, over 3 in 10 (35%) would like to have a wider choice of burger meat other than beef. Over 1 in 10 (16%) fast food consumers would like alcoholic beverages on the menu.
Meanwhile, diners expect something similar from gourmet burger bars.
British diners agree that offering freshly made burgers is what classifies a burger outlet as upmarket. Over 7 in 10 (71%) Brits expect newly prepared burgers from gourmet sites, and over half (54%) expect customisable burgers. Meanwhile, nearly 5 in 10 (48%) expect a choice on how their burger is cooked.
On the other hand, some diners are more concerned with the ingredients that go into their burgers.
"Almost one third (31%) of Brits would expect to see artisanal ingredients at a gourmet burger venue, while one quarter (25%) would expect detailed information on where ingredients come from and 22% would expect information about which cuts of meat were used. Finally, for one in 10 (11%) consumers it’s not about the burger at all as they would expect to see craft alcoholic drinks on the menu," said Mintel.
Mintel noted that fast food restaurants need to take note of evolving appetites. About a third (31%) of UK fast food fans would be interested in high-fibre bun options, while over 2 in 10 (23%) would like non-meat options. Further, over 1 in 10 (14%) are hungry for more gluten-free options.
