Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on foodservice burgers
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on foodservice burgers, November 2020
- Opportunities and challenges
- QSRs thrive while FSRs struggle to survive
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- Figure 2: Burger purchases by segment, August 2020
- Restaurant burgers offer a change of pace as cooking fatigue sets in
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- Figure 3: Reasons for ordering restaurant burgers, August 2020
- Non-peak occasions can grow burger appeal
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- Figure 4: Burger attitudes, any agree, August 2020
- Ghost kitchens are a not-so-scary opportunity
- Plant-based burgers need to evolve for a sustainable future
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- Figure 5: Motivations for trying a plant-based burger, August 2020
The Market – Key Takeaways
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- Where IS the beef?
- Consumers crave value
- The burger evolves
Market Factors
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- Beef prices will challenge the foodservice market
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- Figure 6: Changes in consumer price index, beef and veal, 2018-21
- Comfort and health are at odds
- Consumer confidence has taken a dip
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- Figure 7: Consumer Sentiment Index, January 2007-October 2020
- Prioritization of value means restaurants must provide high quality, affordable burgers
- A virtual reality
Market Opportunities
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- Regional flavors and ingredients take diners on a culinary road trip
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- Figure 8: Experience and interest in regional American cuisines, August 2020
- The casualization of fine dining
- Barely beef: meat substitutes shine
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- Figure 9: Innovative plant-based burgers on the menu
Companies and Brands – Key Takeaways
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- The mighty LTO spells success
- Celebrities can do more than endorse
- Non-meat burgers must offer something new
Competitive Strategies
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- Burger LTOs successfully balance innovation and value
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- Figure 10: LTO Burger flavor and format menu innovation
- Celebrity endorsements: diners are lovin’ it
- Wendy’s focuses on pre-COVID experiences and premiumization
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- Figure 11: Wendy’s Facebook ad
- Proprietary non-meat burgers can be a point of differentiation
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- Figure 12: Graze’s Beet and Walnut Burger
The Consumer – Key Takeaways
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- Burgers have universal appeal
- Flavor and ingredient twists can encourage AFH burger purchases
- Health continues to drive plant-based burger interest, but restaurants need to create unique meat-free options
Segment Visitation and Order Method
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- QSRs dominate the burger landscape
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- Figure 13: Burger purchases by segment, August 2020
- FSRs may see a repeat of the Great Recession
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- Figure 14: Burger purchases by segment, by household income, August 2020
- Existing takeout infrastructure benefits LSRs
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- Figure 15: Burger King’s “Restaurant of Tomorrow” concept, September 2020
- Figure 16: Burger order method by segment, among segment visitors, August 2020
- Younger men are burger delivery consumers
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- Figure 17: Burger order method, delivery, by any purchase, by gender and age, August 2020
Burger Cheese Interest
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- Soft white cheeses garner most consumer interest
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- Figure 18: Burger cheese interest, August 2020
- Non-dairy cheeses gain popularity
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- Figure 19: TURF analysis – cheese preferences, August 2020
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- Figure 20: Table – TURF analysis – cheese preferences, August 2020
- Burger cheese gets saucy
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- Figure 21: Top 10 burger cheeses, Q2 2017-20
Burger Topping Interest
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- Burgers are better with bacon
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- Figure 22: Burger topping interest, August 2020
- Men like burgers with a kick
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- Figure 23: Burger topping interest, by gender, August 2020
- Consumers lean towards flavorful proteins
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- Figure 24: TURF analysis – topping preferences, August 2020
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- Figure 25: Table – TURF analysis – topping preferences, August 2020
- Menus favor indulgent toppings
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- Figure 26: Top 10 burger toppings, Q2 2017-20
Burger Protein Interest
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- Beef still reigns supreme, but nearly half are interested in non-meat burgers
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- Figure 27: Burger protein interest, August 2020
- Age and health go hand in hand
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- Figure 28: Burger protein interest, by age, August 2020
- Offer more seafood and meat substitute options
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- Figure 29: TURF analysis – protein preferences, August 2020
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- Figure 30: Table – TURF analysis – protein preferences, August 2020
- Garden burgers are growing
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- Figure 31: Top 10 menued burgers, Q2 2017-20
Burger Bun Interest
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- Buns knead to be hearty
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- Figure 32: Burger bun interest, August 2020
- Premium breads are on the rise
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- Figure 33: TURF analysis – bread preferences, August 2020
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- Figure 34: Table – TURF analysis – bread preferences, August 2020
- Operators have yet to pandemic-proof their buns
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- Figure 35: Top 10 burger buns/bread, Q2 2017-20
Burger Type Interest
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- Fresh beef is the expectation; premium is the goal
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- Figure 36: Burger type interest, August 2020
- Higher-income consumers will pay for a better burger
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- Figure 37: Burger type interest, by household income, August 2020
- Young consumers want burgers to fit into their diets
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- Figure 38: Burger type interest, by gender and age, August 2020
Reasons for Ordering Restaurant Burgers
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- Burgers can break up the monotony
- The COVID-19 pandemic highlights the value of community support
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- Figure 39: Reasons for ordering restaurant burgers, August 2020
- Younger generations view restaurant burgers as higher quality
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- Figure 40: Reasons for ordering restaurant burgers, by generation, any agree August 2020
- Parents believe restaurant burgers are better quality, but there’s room to improve convenience perceptions
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- Figure 41: Reasons for ordering restaurant burgers, by parental status, any agree August 2020
Attitudes toward Burgers
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- Snack-based positioning can expand burger occasions
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- Figure 42: Attitudes toward burgers, any agree, August 2020
- Consumers tighten budgets as beef price rises
- Help Millennials break the monotony
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- Figure 43: Attitudes toward burgers, by generation, August 2020
- Lead with flavor, but don’t neglect value with parents
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- Figure 44: Attitudes toward burgers, by parental status, August 2020
Motivations for Trying a Plant-based Burger
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- Find the balance between health and indulgence
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- Figure 45: Motivations for trying a plant-based burger, August 2020
- Creative plant-based burgers will attract diners beyond the initial sense of novelty
- Premium plants appeal to Millennials and Gen X
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- Figure 46: Motivations for trying a plant-based burger, by generation, August 2020
- Fine dining needs to accelerate plant-based innovation
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- Figure 47: Motivations for trying a plant-based burger, by burger segment visitation, August 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 48: US beef consumption 2009-19
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Appendix – The Consumer
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- TURF – Methodology
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