WHAT'S IN A BURGER? MEGA TRENDS BURGER INGREDIENTS Uncover what components Discover some of the ACROSS THE MAC of a burger are most overarching trends in Explore where burger important to consumers. the world of burgers. ingredients are on the MAC pg. 4 pg. 6 and discover some fun facts. FB pg. 10 FOODBYTES

YOUR FREE DATASSENTIAL TREND REPORT THE BIGGEST TRENDS IN

BURGERS

DATASSENTIAL TRENDSPOTTING // VOL. 88 FIRST BITE EDITOR'S LETTER

uring the pandemic, burgers have been a go-to. They're familiar and comforting, easily found STANDOUT STAT OPPORTUNITY D at QSRs with drive-thrus as well as full-service +87 13 establishments, which for the past year have been capitalizing on takeout and delivery. As restaurants across the country reopen for dine-in, the opportunities for burgers can expand. While delivery and takeout/curbside pickup will likely still be options moving into the future, the return to full capacity indoor dining means that operators won't have to rely on 87% 79% delivery to get burgers to customers anymore. This means OF CONSUMERS LOVE OF CONSUMERS EAT BURGERS follow on instagram: @datassential they can capitalize on more innovative burger concepts that OR LIKE BURGERS AWAY FROM HOME AT LEAST might not have held up during delivery. ONCE A MONTH (BACK IN 2015, 68% OF CONSUMERS ATE As such, in the pages ahead, we look at a few of the larger BURGERS AWAY FROM HOME AT trends we're seeing when it comes to burgers that could be LEAST ONCE A MONTH) SOME OF THE BURGER TRENDS leveraged to put a fresh spin on the fan favorite concept. I'VE TASTED According to our 2021 Burger Keynote Report, which we're giving you a sneak peek of in this issue of FoodBytes, 76% DATASSENTIAL FLAVOR 2021 BURGER KEYNOTE REPORT of consumers eat burgers at home at least once a month, Breakfast/brunch burgers are while nearly 80% of consumers eat burgers away from my favorite kind of burgers. I home at least once a month. As consumers increasingly love the addition of a fried egg, return to dining on-premise, it will be vital to offer them the whether I'm eating a burger at experience of eating out that they've been missing. To up home or a restaurant. the ante when it comes to burgers and increase their appeal, FUN FACT look to eye-catching options, globally-inspired ingredients DID YOU KNOW? and condiments (in last month's Trend Watch, we highlighted I've had plant-based burgers ajvar, a Balkan spread that could add depth of flavor to Hamburgers really took off Burgers are one of the most on a few different occasions, burgers) that hold high appeal in particular among younger in the U.S. in 1904 at the St. loved foods. According to and they've always been generations, next-level carriers (waffles, anyone?), and more. satisfying, even though I'd And remember, this FB is just a taste of the insights that can Louis World's Fair. Today, Datassential FLAVOR, burgers definitely describe myself as be found in our full 2021 Burger Keynote Report. Americans consume 50 billion rank 8th out of nearly 4,000 a meat-eater. burgers annually, according to foods and beverages in terms of the United States Department consumer affinity, placing them in the ranks of other legendary Jaclyn Marks, of Agriculture. Senior Publications Specialist stalwarts like ice cream and pizza.

FB BURGER KEYNOTE SNEAK PEEK DATASSENTIAL TS 3 BURGER BREAKDOWN

BURGER BREAKDOWN

In the report, we note that 82% of consumers love or like toast. While toast can be leveraged as a burger carrier, consumers' love for toast could also translate to nearly any type of burger carrier. Consider toasting burger buns for a simple way to dress up a burger. Nearly 20% of Gen Z consumers think toppings are the most important burger components, compared to just 63% of consumers say 13% of the overall population. onions are an appealing burger ingredient.

Bacon is THE MOST loved burger topping, beating out all other toppings. 27% of Millennials think cheese is the most important part of a burger, compared to only 20% of the overall population.

40% of consumers think bison or buffalo patties are appealing.

Fresh tomato is one of the most appealing burger toppings among consumers.

96% of operators offer lettuce as a burger topping.

Discover more insights on each burger component in our full 2021 Burger Keynote Report.

FB BURGER KEYNOTE SNEAK PEEK DATASSENTIAL TS 5 THE BIG BURGER TRENDS TO KNOW

In our 2021 Burger Keynote Report, we shine a spotlight on some of the bigger burger trends that should be on operators' and manufacturers' radars. FIVE BIG BURGER TRENDS TO KNOW Below, we explore just a few of those larger trends and how they could be leveraged.

1 2 3 4 5

PLANT-BASED BURGERS PREMIUM PATTIES NEXT-LEVEL BURGER INGREDIENTS BREAKFAST BURGERS CREATIVE CONDIMENTS Over the past four years, "plant- Just because plant-based patties are trending doesn't mean When it comes to the components that make up a burger, The concept of breakfast for dinner has been trending in While ketchup still holds the top spot based" has been the fastest-growing meaty burgers have lost favor. Upscale meat options are consumers are interested in atypical, next-level ingredients. recent years, and that overarching trend has given rise to for most-loved condiment, other next- term on burger menus as the plant- one of the most-favored mega trends among consumers, Think carriers like waffles in place of traditional buns, or breakfast burgers (think burgers topped with an egg and/or level condiments are on the rise. Look based eating trend has ramped up. with over 40% expressing interest. Operator adoption of dessert flavors (Fork and Plough in Greenville, SC, for hash browns), which over 40% of consumers are interested for opportunities to leverage creative In the report, we note that a third of premium, upscale meats is low, however, so there could be instance, has offered a dessert burger consisting of peanut in trying (when it comes to Millennials, though, 54% are condiments such as maple syrup for a consumers are interested in plant- opportunity for operators to put a premium spin on burger butter cookie buns, a cheesecake patty, funnel cake "onions," interested in breakfast burgers). However, only 20% of sweet breakfast-forward take or honey based burgers, with Millennials, in patties and stand out. It's worth noting that more than any chocolate pudding, and raspberry compote). On the savory operators are currently offering them, showing that there's (spicy hot honey, which we highlighted particular, having the highest affinity other attribute, consumers say they're willing to pay more side, bowls featuring typical burger ingredients also hold an opportunity to capitalize on breakfast burgers as the in Trend Watch: Condiments, is a current for them. for burgers featuring grass-fed beef. high appeal, and it's worth noting that that appeal outweighs demand isn't being fully met. trend that's taking off in foodservice). current operator adoption.

29% OF OPERATORS CURRENTLY OFFER PLANT-BASED BURGERS

- 2021 BURGER 29KEYNOTE REPORT +71V

FB BURGER KEYNOTE SNEAK PEEK DATASSENTIAL TS 7 OPERATOR INSIGHTS

Below we explore a few operator insights from our 2021 Burger Keynote Report, as well as look at some real-world menu examples from restaurants across the U.S. These can be a source of inspiration as you A FEW OPERATOR INSIGHTS reassess your burger offerings or look to capitalize on burger trends, ranging from plant-based options to over-the-top burgers to next-level bacon, a consumer favorite, that can be leveraged on burgers.

KEY QUOTE We asked operators:" what new or innovative burger-related products Below we look at the percentage of operators currently would you like to see from manufacturers to help drive sales? offering various types of burger patties.

Burgers infused with specific spices. We use a quality burger now that has chipotle in the seasoning mix, and customers love it. We need another couple spiced burgers for the menu."

Menu examples from operators from left to right: VITAL STAT The Single Burger from Au Cheval in Chicago, lauded Here are the most commonly-offered burger patties as one of the best burgers in the U.S., showcases maple operators offer: and black pepper thick-cut bacon, two beef patties, american cheese, Dijonnaise, onions, and pickles. BEEF 97% No. 2 Housemade Vegan Burger, served at the 97 Farm Burger chain based in Decatur, GA, featuring a VEGGIE PATTY 46% patty made with quinoa, black-eyed peas, kale, roasted CHICKEN 44% mushrooms, sweet potatoes, and spices and topped with arugula, tomato chow chow, and vegan mayo (made TURKEY 39% with chickpea and sunflower oil).

FISH OR SEAFOOD 38% Sickies Garage Burgers & Brews in North Dakota offers 50 different burgers, many of which are social media- PLANT-BASED ANALOG 29% worthy and offer consumers a unique experience. Pictured here is the County Fair Burger that comes PORK 16% topped with cheese curds, fried jalapenos, american cheese, and Sickies' sauce. Read more about Sickies BISON 4% Garage in Dine Around: Midwest. 4+16+29+38+39+44+46+

FB BURGER KEYNOTE SNEAK PEEK DATASSENTIAL TS 9 BIRDS EYE VIEW OF BURGERS e, on-trend pickled onions to arlier-stag add intere ns for e st to bu veggie burger d onio rgers. grille ping wap quinoa er s Veggie burgers are most- nsid loved by Millennials Co jalapeno aioli (Datassential FLAVOR). BURGER MAC grilled onion pickled onion To put a breakfast twist on burgers, top them lettuce with a fried egg! bacon

Covered in fried egg WB: Argentina bison hatch chile pickled vegetable

Trending concept covered ketchup tomato in OTM: May 2013 arugula chimichurri provolone Discover next-level, trending takes maple portobello mushroom on mayo like Kewpie mayo and how to leverage it in our Trend Watch: March 2021 issue. grass-fed Covered in mayo brie FB: TrendSpotting's 500th Issue cheddar savory jam 35% of consumers love or like brie, according to pickle harissa Datassential FLAVOR. kale Two-location Tipsy Cow Burger Bar in ro for a spicier kick. sriracha mustard Washington offers a variety of burgers habane o for habanero that showcase harissa pepper aioli, blan po including the Black Magic burger, which ap also features a house-made black bean Sw mushroom patty, red onion, and alfalfa sprouts. poblano Covered in TIPS: Spring 2015 beet kobe guacamole

wagyu gluten-free ranch

The term "gluten-free" has pesto plant-based patty Pimento cheese has been trending grown 41% on menus over recently, and its applications can go well cauliflower the past 4 years, according to avocado beyond just a dip to a creative burger MenuTrends Infinite. topping like Stella's Southern Brasserie demonstrates in our DA: Greenville issue. bourbon/whiskey black bean patty

vegan cheese pimento cheese truffle beef goat cheese teriyaki slider California-based Fala Bar offers a plant-based Kale Burger featuring a fig Teriyaki is a versatile Japanese angus kale falafel patty topped with house- 50% of U.S. consumers are sauce that can be used in a made thousand island dressing, interested in trying gouda, wide range of applications, Turkey burgers peaked on menus lemony kale, pickled purple cabbage, according to our WB: Dutch including on burgers. grilled onion, and avocado. Cuisine issue. in 2015, and since then have been in decline on menus, according to gouda MenuTrends Infinite. falafel hummus turkey pork belly

chutney

INCEPTION ADOPTION PROLIFERATION UBIQUITY FB BURGER KEYNOTE SNEAK PEEK DATASSENTIAL TS 11 NEARLY 60% OF CONSUMERS SAY SESAME BUNS ARE VERY APPEALING AS BURGER CARRIERS

- 2021 BURGER KEYNOTE REPORT

FB BURGER KEYNOTE SNEAK PEEK DATASSENTIAL TS 13 Wp FINAL BITE A FEW FUN FACTS FROM A DATASSENTIAL BURGER ENTHUSIAST A FEW FINAL TREND BITES Hungry for more burger insights? Curious how burger sales have changed at operators in the past year, or what their planned changes to burger offerings are? All these insights and more can be found in our full 2021 Burger Keynote Report, which you can purchase by reaching out to us at [email protected]. Before we close out this issue, here are a few final takeaways on burger trends. MEET JESSICA WERLEY ACCOUNT MANAGER

What's your go-to burger at a restaurant when you have a craving? My go-to burger would be similar to an In-N-Out-style burger — two thin beef patties, two slices of american cheese, caramelized onions, and a

FINAL THOUGHTS ON VITAL STATS special sauce or aioli, served on a brioche (or similarly light, sweet) bun.

BURGER TRENDS Do you eat burgers more often at home or away from home? 3 I definitely eat burgers more often away from home, but since we’re moving WHAT'S COMING +67 • Think fully plant-based. While plant-based patties have 33 to the suburbs and getting a grill, I plan on making burgers at home more been on the rise with new brands popping up at retail and going forward. Still, nothing can replace a restaurant burger, whether from a UP NEXT MONTH? restaurants, don't overlook the rest of the burger — in our 2021 chain like Shake Shack or just a local independent bar & grill — they will still definitely be in the rotation. Next month we're taking a sneak peek at Burger Keynote Report, we note that vegan cheese is one of the Datassential's newest edition of the Firefly What toppings do you normally want on a burger eaten at home? fastest-growing burger terms, up 598% on menus, showing that 500+ report, which is always much-anticipated. 67% At home, we’ll go to the local butcher and get a custom blend of ground chuck, it's increasing in appeal and usage alongside the more common Explore the 2020 restaurant chain landscape and brisket, and short rib (a family recipe). Key burger toppings at home include plant-based patties. OF CONSUMERS WANT overarching trends, as well as the impact COVID-19 THE ABILITY TO slow-roasted caramelized onions and/or mushrooms, american or sharp has had on restaurant chains, and more. CUSTOMIZE THEIR cheddar cheese, and Gibson’s roasting salt, served on brioche. When they’re in • Take burgers over-the-top. Burgers can be eye-catching season, a fresh-sliced beefsteak tomato is awesome as well. I still haven’t found a and social media-worthy — integrate squid ink or activated BURGERS WHEN EATING bottled roasted garlic aioli at retail that I like enough to use regularly on burgers charcoal into burger buns to turn them a deep shade of black, or AT A RESTAURANT at home, but I’m on the hunt for it! showcase next-level toppings on a burger, perhaps merging two comfort foods (cheese curd burger, anyone?). HUNGRY FOR MORE TRENDS? Check out last month's TS issues!

• Elevate the basic burger elements. Consumers are still fans of the burger staples: lettuce, tomato, onion, cheese, bacon, 72

beef patty, and sesame seed bun. That doesn't mean that these ingredients can't see innovation and increase in appeal, though. 28% For instance, Chicago-based Au Cheval's much-lauded burger OF CONSUMERS

features mostly common ingredients, but they put a twist on INCREASED their thick-cut bacon by flavoring it with maple and pepper. THEIR BURGER Take inspiration and look for ways to elevate consumers' favorite PURCHASING FROM

burger ingredients to stand out. + 28 QSRS IN THE PAST YEAR " TW: The Condiment Issue FB: March 2021 DA: Northeast Everyone is wondering what the Last month, we explored Pocket SNAP!, In last month's Dine Around, next sriracha or gochujang will be. the app from Datassential that will turn we uncovered Northeast eats. you into a better industry professional. KEY CONSUMER QUOTE: In last month’s Trend Watch, we In this issue, explore the hot new uncovered how to cash in on the In FoodBytes, we showed how through restaurants that have opened latest condiment trends, and across the Northeast and have We asked consumers: what new or innovative burgers would you like to see on menus at restaurants? Pocket SNAP!, users can keep a pulse on explored concepts ranging from the latest foodservice trends and news. All been resilient through the I would like to see a dessert burger. That would be really cool, and hot honey to chili oil to Kewpie you need to download and start using it pandemic. Also uncover regional mayonnaise that are growing on today is a SNAP! login (Not a subscriber? Northeastern staples like lobster I would order it. Or maybe some sort of super spicy burger. menus and at retail. Reach out to us at [email protected] rolls, maple syrup, New England to learn about how you can become one.). clam chowder, and more. FB BURGER KEYNOTE SNEAK PEEK " Datassential Research

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