CHICAGO—A new study from Technomic revealed consumers are willing to pay more for a specialty burger, especially a premium burger, than they are for a standard burger, regardless of restaurant segment.
Technomic’s new “Burger Consumer Trend Report,” based on more than 2,250 online surveys with U.S. and Canadian consumers, details consumer purchase behavior and menu insights and also includes analysis of current and upcoming burger trends, competitive insights into over 40 chains, segmentation data and demographics for specific burger chains.
“American consumers take their burgers seriously. It may be one area of foodservice where they are less willing to cut back, despite the current economic environment,” said Darren Tristano, EVP at Technomic. “They expect to pay more for a higher-quality, better burger, and are willing to do so because the value proposition is heightened.”
