New research from America has shown the burger industry outdoing the fast-food sector in general as premium burgers reign supreme.
The solid results by chains like McDonald’s and Burger King were largely driven by strong concept positioning and the introduction of new premium burgers, according to Technomic. Value has also been a key with the $1 burger a key plank in a battle between industry giants.
Other well received ideas have been healthier alternatives, more socially responsibility options and the ability for customers to build their own burgers (customisation).
“In 2008, the burger industry showed that there is more than one route to staying relevant and growing sales in a weak economy,” Darren Tristano, EVP at Technomic, explained. “Fast-casual chains strengthened their gourmet burger positioning and benefited from consumers trading down from casual restaurants. Traditional quick service chains stepped up to premium burgers, and consumers responded well.”
“In the future, the leaders will be those who continue to closely monitor market opportunities and watch how competitors respond.”
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