Britons Switched from Fast Foods to Gourmet Burger Restaurants

Many Brits are now looking for a ‘better burger’, according to a new research from Mintel, that shows a rise of over one in 10 (12 per cent) users aged 16-34 that chose gourmet burger restaurants rather then fast-foods.

The study from Mintel shows that 7 per cent of Brits who’ve visited a fast-food restaurant in the past three months say they’ve switched from these restaurants to gourmet burger restaurants.

Although the number of gourmet burger bars is still small, Brits’ hunger for a superior burger among other factors is having a positive influence on the overall burger bar market, with sales expected to post growth of 4.5 per cent to GBP 3.2 billion in 2015 and a growth of 19 per cent predicted between 2015 and 2020 to reach GBP 3.8 billion.

They want gourmet from fast-food

It seems many are looking to trade up their burger choice at fast food restaurants too, with half (52 per cent) of UK consumers who’ve eaten or bought food from a fast-food restaurant in the past three months saying they’d be interested in trying gourmet burgers from fast food chains. What’s more, 29 per cent of fast food users are interested in burgers from fast food venues containing thicker meat, 26 per cent in a greater selection of burger toppings and 24 per cent are interested in burgers made using more premium bread.

Whilst those aged 16-34 are the most likely to prefer a posher patty, they are also the most likely age group to visit fast food restaurants. Four in five (81 per cent) UK consumers aged 16-34 have eaten in a fast-food restaurant in the past three months, compared to the national average of 65 per cent.

Richard Ford, Senior Food and Drink Analyst at Mintel, said: “The gourmet burger trend continues seemingly unabated, adding value and interest to the burger market. Gourmet burgers have prospered during the economic downturn through their status as an affordable meal that still offers indulgence. The ongoing expansion of “better burger” restaurants continues to add value to the market by encouraging trading up. Offering thicker burgers and a greater range of patty meats should provide burger operators with opportunities to further entice customers and maintain their interest.”

Better for you alternative

But it seems many of those treating themselves to a burger may be also taste a side order of guilt. Over half (54 per cent) of fast food restaurant users say they are concerned about the amount of fat in burgers and 48 per cent are concerned about the amount of calories in them. In addition, almost a third (31 per cent) of fast food restaurant visitors say concerns about the healthiness of fast food have caused them to limit the amount they eat.

Amidst concerns over health, it appears that consumers still see gourmet burgers as a better for you alternative. Indeed, two in five (39 per cent) fast food restaurant users say that gourmet burgers are better for you than burgers from a fast food restaurant.

Mintel’s research shows that bitesize treats may be a winning dish for health-conscious fast food diners. Just 17 per cent of fast-food restaurant visitors say they have ordered healthier dishes at a fast food restaurant, but two in five (42 per cent) say they would rather eat a smaller portion of their favorite meal in a fast food restaurant that a reduced calorie version.

“While consumers do not tend to look to fast food restaurants for healthy dishes, smaller dishes may hold more appeal for diners on those occasions where they are looking to cut down on the amount of calories they consume at these venues”, Richard concludes.