MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 1 SAMPLE SLIDES get the full report: 312-655-0594 or [email protected]

THE KEYNOTE REPORT MENUTRENDS KEYNOTE August 2015

Brian Darr 312-655-0594 BURGERS [email protected] MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 2 For the first time Datassential’s MenuTrends Keynote Series is leveraging the power of MenuTrends, our trend- tracking database, and combining it with extensive consumer and operator survey data, from motivations to behaviors to opportunities, in order to bring together trends, data, and insights in a comprehensive report that dives deep into key industry topics and categories.

For more details, please contact Brian Darr at: 312-655-0594 or [email protected]

Hot brewed coffee is the most consumed beverage in America after tap water. Over 40% of adult Americans drink brewed coffee on any given day resulting in a daily incidence that surpasses that of bottled water, juice, and soda.

While coffee is king, on any given day, roughly one-quarter of adult Americans drink iced tea while less than one in five drink hot tea. Tea menu penetration is currently high, but QSRs in particular have seen growth in the number of teas being offered.

These are just a couple of the many key findings from Datassential's new Non-Alcoholic Beverage Keynote report that you can use to gain valuable insight into the beverage landscape.

Every week, two out of three Americans eat pizza. In fact, the average consumer orders pizza away- from-home five times a month. Datassential's MenuTrends Keynote on Pizza is a comprehensive overview of this consumer favorite, from the types of pizza consumers are eating to where they are eating it - and the barriers that prevent them from choosing pizza. We cover how operators are currently menuing pizza, break down daypart consumption, and look at the pizza products that matter most to operators.

In this report we also bring you menu data and growth, plus consumer interest, on trending pizza ingredients and concepts, including premium meats and cheeses, unique vegetables and greens, gluten- free crusts, ethnic influences, innovative sauces, flatbreads, and so much more.

Upcoming Topics * BBQ & Southern * Kids Menus * Salads * Side Dishes 2015 * The New Healthy * Alcoholic Beverages

MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 3 CONTENTS

click to jump to a section

OBJECTIVES & BURGER KEY INSIGHTS CONSUMERS METHODOLOGY LANDSCAPE 9 12 2421 28

DRIVERS & INGREDIENT MEGATRENDS VARIETIES BARRIERS SPOTLIGHT 36 49 65 94

MEATS & TOPPINGS & BREADS CHEESES PROTEINS VEGGIES 109 117 125 133

SAUCES & PRODUCT APPENDIX: OPERATORS FLAVORS OPPORTUNITIES SUPPLEMENTAL DATA 141 149 152 188 MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 4

SHOW, BUT DON’T GIVE OR LEAVE BEHIND This report can be presented live or via webinar, but can not be distributed to outside companies. If your company has purchased this report, you are encouraged to excerpt key exhibits and build them into your own presentations. However, you should not provide significant sections of this report to any outside company without express written consent from Datassential. MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 5 EXHIBIT GUIDE Landscape 21 MegaTrends 49 Burger Penetration by Segment 22 MAC: Burger MegaTrends 51 Burger Menu Average Sizes 23 MegaTrends Interest Rating, by Age 52, 186 Average Burger Prices 24 Alternative Bacon 53 Burger Timeline 25 Fruit Spreads 54 Burgers Eaten 26-27 Luxury Toppings 55 Chips as Toppings 56 The Consumers 28 Ethnic Spicy Sauces 57 Last Burger Occasion: Recency 29 Responsibly Raised Proteins 58 Burger: When Consumed, by Age 30, 163 Savory Spreads 59 Burger Frequency: AH vs. AFH Burger 31 Stuffed Burgers 60 AFH: Where Purchased 32 Additional Protein Toppings 61 Burger AFH: Segment Appeal 33 Alcohol Infused Sauces 62 AH Burgers: Preparation Methods 34 Non-Lettuce Greens 63 AH Burgers: Format Purchase Intent 35 Sliders 64

Ingredient Spotlight 65 Drivers & Barriers 36 MAC: Burger Ingredients/Toppings 66 A truly Great Burger starts with… 37 Specialty Peppers, Time Trend 67-68 AH Burgers: Attribute Importance, by Age 38, 165 Shallots, Time Trend 69-70 AH Burgers: Drivers, by Age 39, 166 Savory Jams, Time Trend 71-72 AH Burgers: Drivers (unaided) 40 Truffles, Time Trend 73-74 AH Burgers: Barriers, by Age 41, 167 Pickled Ingredients, Time Trend 75-76 AFH Burgers: Attribute Importance, by Age 42, 168-169 Sriracha, Time Trend 77-78 AFH Burgers: Drivers, by Age 43, 170 Cilantro, Time Trend 79-80 AFH Burgers: Drivers (unaided) 44 Pretzel, Time Trend 81-82 AFH Burgers: Barriers, by Age 45, 171 Fried Egg, Time Trend 83-84 AFH Burgers: Preferred Sides Purchase Intent 46 Arugula, Time Trend 85-86 Preferred Beverage with Burgers 47 Brioche, Time Trend 87-88 Preferred Doneness 48 Aioli, Time Trend 89-90

Avocado, Time Trend 91-92 Seasonal Burger Ingredients 93 MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 6 EXHIBIT GUIDE Varieties 94 Meats & Proteins 117 MAC: Burger Varieties 95 MAC: Burger Proteins 118 Top Burger Varieties 96 Top Burger Proteins 119 Top Burger Items by Segment 97 Top Proteins by Segment 120 Top Burger Items by Region 98 Top Proteins by Region 121 Fastest Growing Burger Varieties 99 Trending Burger Proteins 122 Healthy Terms: QSR vs. FSR 100 Top Burger Proteins: Avg. Price 123 Trending Burger Flavors 101 Interest Rating: Proteins 124 Cheeseburger Snapshot 102 Proteins: Interest by Gender & Age 178 BBQ Burger Snapshot 103 Proteins: Interest by Income & Ethnicity 179 Snapshot 104 Bacon Burger Snapshot 105 Cheeses 125 Turkey Burger Snapshot 106 MAC: Burger Cheeses 126 Sliders Snapshot 107 Top Burger Cheeses 127 Unique Burgers: Interest Rating 108 Top Cheeses by Segment 128 Interest Rating by Age, Income, Ethnicity 174-175 Top Cheeses by Region 129 Trending Burger Cheeses 130 Breads 109 Top Burger Cheese: Avg. Price 131 MAC: Burger Carriers 110 Interest Rating: Cheese 132 Top Burger Breads 111 Cheese: Interest by Gender & Age 180 Top Breads by Segment 112 Cheese: Interest by Income & Ethnicity 181

Top Breads by Region 113 Toppings & Veggies 133 Trending Burger Breads 114 MAC: Burger Toppings & Veggies 134 Top Burger Breads: Avg. Price 115 Top Burger Toppings & Veggies 135 Interest Rating: Breads 116 Top Toppings & Veggies by Segment 136 Breads: Interest by Gender & Age 176 Top Toppings & Veggies by Region 137 Breads: Interest by Income & Ethnicity 177 Trending Burger Toppings & Veggies 138 Top Burger Toppings & Veggies: Avg. Price 139 Interest Rating: Toppings & Veggies 140 Toppings: Interest by Gender & Age 182 Toppings: Interest by Income & Ethnicity 183 MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 7 EXHIBIT GUIDE Sauces & Flavors 141 Appendix MAC: Burger Sauces & Flavors 142 Supplemental Data Top Burger Sauces & Flavors 143 AH Burgers: Drivers by Age 166 Top Sauces & Flavors by Segment 144 AH Burgers: Barriers by Age 167 Top Sauces & Flavors by Region 145 AFH Burgers: Attribute Importance by Age 168-169 Trending Burger Sauces & Flavors 146 AFH Burgers: Drivers by Age 170 Top Burger Sauces & Flavors: Avg. Price 147 AFH Burgers: Barriers by Age 171 Interest Rating: Sauces & Flavors 148 AFH Burgers: Preferred Sides Top 2 by Age 172 Sauces & Flavors: Interest by Gender & Age 184 Preferred Beverages by Age 173 Sauces & Flavors: Interest by Income & Ethnicity 185 Unique Varieties Interest: LOVE IT by Gender & Age 174 Product Opportunities 149 Burger Varieties Interest: LOVE IT by Inc. & Ethnicity 175 Burger Protein/Patty Innovations 150 Breads Interest: LOVE IT by Gender & Age 176 Other Innovations 151 Breads Interest: LOVE IT by Income & Ethnicity 177 Proteins Interest: LOVE IT by Gender & Age 178 Appendix 152 Proteins Interest: LOVE IT by Income & Ethnicity 179 Supplemental Data Cheese Interest: LOVE IT by Gender & Age 180 Share of Stomach: AH vs. AFH 153 Cheese Interest: LOVE IT by Income & Ethnicity 181 Avg. Share of Visitations by Rest. Type 154 Toppings Interest: LOVE IT by Gender & Age 182 Burger Consumer Profile 155 Toppings Interest: LOVE IT by Income & Ethnicity 183 QSR Burger Trends 156 Sauces Interest: LOVE IT by Gender & Age 184 FSR Burger Trends 157 Sauces Interest: LOVE IT by Income & Ethnicity 185 Independent Operator Burger Trends 158 MegaTrends Interest: by Age 186 Chain Operator Burger Trends 159 Burger Formats Interest: by Age 187 AFH Selection Criteria 160-161 AFH Dining Habits 162 Burgers: When Consumed by Age 163 AH vs. AFH Burger Frequency 164 AH Burgers: Attribute Importance by Age 165 MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 8 EXHIBIT GUIDE Appendix (cont’d) Burger Operators 188 Burger Operator Profile 189 % of Operators Serving Burgers 190 Purchase Formats: Breads 191-192 Purchase Formats: Proteins 193 Brand Importance: Proteins 194-195 Purchase Formats: Cheeses 196 Brand Importance: Cheeses 197-198 Purchase Incidence: Condiments, Sauces, & Spreads 199 Brand Importance: Condiments, Sauces, & Spreads 200 Purchase Incidence: Toppings 201 Side Dishes Offered 202 Purchase Formats: Side Dishes 203 Brand Importance: Side Dishes 204

MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 9 Key Insights

Menu Favorites (most popularly menued burger foods & flavors)

Varieties Proteins Cheeses Breads Sauces / Flavors Toppings

Cheeseburger Bacon Cheddar Bun Mayo Onion

BBQ Beef Swiss Roll BBQ Tomato

Veggie Turkey American Rye Mustard Lettuce

Bacon Cheeseburger Garden/Veggie Jack Bread Jalapeno Mushroom

Turkey Angus Bleu Wheat Dressing Pickle

Rapid Trends (fastest growing burger foods & flavors)

Varieties Proteins Cheeses Breads Sauces / Flavors Toppings

Black Bean Bison Smoked Gouda Pretzel Sriracha Cranberry

Black & Blue Salmon Cream Cheese Brioche Marmalade Poblano

Buffalo Brisket Shredded Cheddar Marble Rye Jam Habanero

Turkey Lamb Gouda Whole Wheat Bun Dijon Mustard Grilled Pineapple

Veggie Fried Eggs Parmesan Bun Cilantro Apple MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 10 A truly GREAT burger starts with having…

TRULY 65% GREAT Meats / Poultry / Proteins

TRULY 10% GREAT Bread

TRULY 9% GREAT Toppings

TRULY 9% GREAT Cheese

TRULY 7% GREAT Sauces / Flavors

QS10: “A truly great burger starts with having…” n=1017 MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 11 Each week, three out of four Americans eat a burger. Consumers have burgers top of mind with one-quarter who eat burgers on any given day.

Burger Recency: % who had a burger…

26% 26% 23%

11%

7% 7%

I’ve had a burger Within the past 2 to 3 Within the past week Within the past 2 Within the past It’s been longer than within the past day days weeks month a month since I had a burger

QR1: When was the very last time you had a burger? This includes both burgers you had at home as well as one you n=1017 might have purchased away from at a restaurant or other eatery. MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 12 BURGERS IN TIME

McDonald’s celebrates Wendy’s releases starts Bob Evan’s Big Farm , , its 50th anniversary its Triple Stack and to expand with its Burgers line features Fatz Café, and Burgerville Baconator burgers second NYC store brioche buns introduce burgers with aioli Burger King Fast casual Burger King Turkey burgers The first lab-grown goes public, burger chain unveils its pop up at Back burger (made from with shares new Whopper Yard Burgers, cow stem cells) is priced at is founded in Bar concept Carl’s Jr., cooked and $17.50 Denver in Orlando Hardee’s, TGI consumed in Friday’s, and London

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Chef Hubert Keller Sliders sweep into serves a $5,000 the chains as Red Major chains release McDonald’s expands Kobe beef, foie Robin, Chili’s, and twice as many new/ its customizable gras, and truffle others add them LTO burgers “Create Your Taste” burger (with 1990 as new/LTO items compared to 2009 burger program Chateau Petrus) earns its title Hardee’s Monster The chef burger trend Acclaimed meat purveyor as the fastest growing Thickburger receives a gains steam, backed by Pat LaFrieda begins chain, from 5 to 1000+ lot of press for its high Thomas Keller, Hubert selling burger patties to units between 2002-2012 caloric content and high Keller, and Bobby Flay the general public sales numbers MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 13 MENU ADOPTION CYCLE BURGER MEGATRENDS

Brioche & Pretzel Buns Sliders

Alcohol Infused Sauces

Non-Lettuce Greens

Chips as Toppings Additional Protein Toppings

Savory Spreads Stuffed Burgers Alternative Bacon

Luxury Toppings Ethnic Spicy Sauces

Fruit Spreads Responsibly Raised Proteins

INCEPTION ADOPTION PROLIFERATION UBIQUITY MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 14 ADOPTION: Ethnic Spicy Sauces BURGERS

Ethnic spicy components continue to heat up on menus, particularly on burgers. Sriracha and habanero have seen notable spikes on burger menus, while chipotle has become a staple offering.

Notable Sriracha Harissa Chipotle Gochujang Flavors Habanero Wasabi Jerk Chiles

ON THE MENU RESTAURANT ITEM DESCRIPTION burger with ghost chili, pickled jalapenos, cilantro, red onion, B SPOT BURGERS ATOMIC BURGER pepperjack cheese, habanero sauce. BLANC BURGERS + ASIAN SALMON asian marinated grilled salmon, napa cabbage, juilenned carrots, cilantro, BOTTLES BURGER green onion, sesame vinaigrette, wasabi aioli, sesame brioche bun. PINEAPPLE EXPRESS teriyaki infused, stout caramelized pineapple, sriracha, FATPOUR BURGER chipotle plum jam, bacon, onion, avocado and mixed greens. JOSEPHINE HOUSE JOSEPHINE HOUSE cheddar cheese, harissa aïoli, house-made bun, frites. BURGER KOREAN BBQ korean bbq sauce, cucumber, asian peanut slaw, sriracha, mayo, sweet TOM’S URBAN 24 BURGER garlic chile sauce.

Source: Datassential MenuTrends MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 15

GET THE FULL REPORT 312-655-0594 or [email protected] MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 16 WE KNOW FOOD DATASSENTIAL is your best source for food industry insights – from the latest menu trends to the products shoppers want at the grocery store.

for more information, contact BRIAN DARR at 312-655-0594 or [email protected] MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 17 DATASSENTIAL INNOVATION TOOLS The industry’s most accurate FS system for identifying, tracking, MenuTrends and predicting flavor trends CPG 10x larger than other menu and flavor databases

15 million menu examples from more than 100k menus LTOs new and limited-time items updated weekly MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 18 DATASSENTIAL INNOVATION TOOLS On-demand analysis of new FS item and LTO activity at LTO Analytics hundreds of restaurant chains CPG

benchmark detailed activity reports for each chain versus its competitive set weekly new items and LTOs are updated each week historic track over 100 months of LTO activity, dating back to 2006 MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 19 DATASSENTIAL INNOVATION TOOLS Fill your retail innovation process FS with an ongoing stream of consumer- CPG FLAVOR+ tested new product ideas

INNOVATION FUNNEL. Flavor+ is the first step for meaningful, process-drive innovation. New product-flavor combinations are METRICS Excitement assessed each period, prioritized by market opportunity. Appeal Frequency EARLY DETECTION SYSTEM. Trends start first at restaurants and today are transitioning to retail faster than ever. Flavor+ Uniqueness Brand fit utilizes the Menu Adoption Cycle to detect early stage trends and then tracks them over time.

Each period, emerging flavors are Those flavors and are then paired Legacy and new flavors are tracked identified through MenuTrends and with your specific product categories longitudinally, with full reporting by the Menu Adoption Cycle. and tested with consumers. shopper segments and demography. MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 20 DATASSENTIAL SALES TOOLS The first true universal operator database, FS Firefly verified by 5 million phone calls each year CPG

census phone-validated profiles for every FS location in the US – restaurants, on- site, and retail food sell better generate target lists by segment, menu type, operational attributes, or even what’s on the menu analytics analyze local markets, brand performance, and more than 10,000 chains MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 21 DATASSENTIAL CUSTOM RESEARCH Extraordinary eater and FS shopper insights that reveal Consumer the “why” behind the “what” CPG

foodservice Segmentation target users of specific Concept testing restaurants, c-stores, and other segments Proprietary flavor trackers Category / AAU Brand strength retail / cpg Market entry analysis survey shoppers by store Customer satisfaction type or specific brand TURF analysis Price optimization global reach execute research in more than 70 countries, with full translation capability MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 22 DATASSENTIAL CUSTOM RESEARCH Expert insights from the FS industry’s largest panel of Operator foodservice decision makers CPG

40k panelists by far the industry’s largest operator panel, with 40,000 purchase Concept testing decision makers Category management Category AAU all segments Brand tracking reach operators from all In-store testing segments – LSR, FSR, lodging, healthcare, K-12, Market entry analysis C&U, B&I, and more Package testing true feedback a panel built exclusively for research, balanced and unbiased MenuTrends Keynote | Burgers 2015 CALL MAEVE WEBSTER AT 312-655-0596 OR EMAIL AT [email protected] Datassential: 312-655-0594 23

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ON THE MENU TIPS brings you WORLD BITES CREATIVE DINE AROUND INTERNATIONAL keeps you up-to- deep analysis of bring you foods, CONCEPTS is your takes you on a CONCEPTS, date, covering six trends at different flavors, and trends monthly, in-depth trendspotting launching in 2014, key trends every stages along the from around the look at the latest tour of the brings you chain month, each with menu adoption globe. Each issue trends in country. Each activity from consumer data, cycle. Each issue is covers 10+ restaurant and month we focus around the globe, menu examples, packed with authentic dishes foodservice on one city, with highlighting up- and expert extensive from a single concepts. Each an overview of the and-coming commentary. Plus, research, cuisine, with issue includes city and region’s concepts, trends, we gather and foodservice/menu background, menu representative food culture; in- and ethnic flavors. examine the availability, media examples, and establishments, depth operator Each issue covers hottest LTOs from coverage, and extensive complete with and manufacturer six chains in a major chains both consumer consumer data, extensive profiles; menu single market, across the AND operator including market overviews and examples; and complete with country. data. demand. menu examples. consumer data . menu examples. MenuTrends Keynote | Burgers 2015 Contact Datassential: 312-655-0594 24

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Contact Brian Darr: 312-655-0594 [email protected]