Diners will pay more for burger in gourmet bun, Lantmännen study finds

Consumers are willing to pay up to £1.25 more for a burger if it comes in a gourmet bun, a study by Lantmännen Unibake has revealed.

The research, which took place with the help of burger review blogger Burger Lad, also found that 69% of a burger is bun. More than 100 burgers were measured from a range of different outlets, including fast food and high-end restaurants.

“Consumer expectations towards premiumisation have shifted over the last three years, with more quality options being expected wherever customers are eating or drinking out,” said Samantha Winsor, assistant brand manager for Lantmännen Unibake’s Americana brand. “The craft beer movement is a prime example of this and these expectations are mirrored within the burger market

“Seventy-one percent of pubs and restaurants are already serving gourmet buns, so operators who aren’t doing this are falling behind on what our research shows is now expected of a quality burger offer.”

More than 80% of consumers and restaurateurs agree that a high-quality bun is a key characteristic of a gourmet burger, with 60% of diners in a pub or restaurant expecting to receive their burger in a high-quality bun, such as brioche.

“This campaign provides further proof that operators need to do all they can to make their burger offering stand out in a hugely competitive market,” added Burger Lad Simon Dukes. “The bun is the first thing you notice when you go to eat your burger, and it says a lot about the type of burger you are eating.”

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