In Volume 1 of theSlice – our brand new industry ‘zine – we covered how restaurants and foodservice locations can serve up a better burger experience. Based on consumer research conducted by Technomic, it was shown that quality, freshness and customization are paramount. As you gear up to plan your summer offerings and promotions, we want to take it a step further to help ensure your menu and marketing speaks directly to your customers. As a complement to the stats and recommendations in our Building a Better Burger article, we’re sharing two strategies to inspire you as burger season heats up.
1. Drive Sales with a Limited Time Offer: A Build Your Own Burger (Bar)
If your location does not currently offer a build-your-own option, introduce it as a limited time offer (LTO). LTOs not only create a sense of urgency that helps drive in-store traffic, they also provide a unique opportunity to generate excitement among loyal customers. As an added bonus, imaginative LTOs can attract media coverage that supports greater brand visibility among prospective guests.
So, what could a build-your-own burger limited time offer look like? It can be as simple as introducing an exciting suite of vibrant, house made sauces, spicy relishes, pickled local vegetables and slaws.
Why these recommendations?
- Technomic found that 63% of women and 59% of older consumers were particularly adamant about being able to customize their burger condiments and toppings
- 30% of consumers are more likely to purchase and pay more for local foods
- Burger toppings and condiments that bring the heat are trending upwards; Sriracha Sauce is the second fastest-growing burger condiment on menus
2. Attract Millennials by Making Burgers Shareable
Millennials (those born between 1977 and 1992) make up 20% of the Canadian population and boast a purchasing power of $17 billion. This generation views dining out as an opportunity to socialize and share, making group-friendly menus, small plates and shareables essential for attracting this generation. Millennials in North America tend to be more experimental and adventurous with their food choices, and have a strong openness toward cuisine from other cultures.
Considering this group’s attitudes and behaviours around dining out, it is easy to see how a platter of salmon sliders with wasabi mayonnaise, daikon radish slaw, sliced avocado, and shredded nori sheets would be an attractive offering. Pair it with a craft brew – Canadian Chefs’ hottest trend of 2016 – to deliver a winning, patio-friendly dining experience.
Why these recommendations?
- Salmon is the fourth fastest-growing burger protein on menus; 28% of males surveyed by Technomic cite “salmon/other fish” as a desirable protein alternative to the traditional beef patty
- Radish is the seventh fastest-growing burger ingredient on menus
- “Unique sandwich ingredients may help drive traffic among younger consumers” and “Asian influences are proliferating for sandwiches”
Burgers are an enduring classic with massive appeal year-round, but especially during the summer months. Strategically creating and marketing burgers based on your target demographics’ behaviours and taste preferences will set your business apart from competitors and better position you to accelerate and sustain revenue this summer and beyond. For more inspiring ideas, visit our burger gallery.