Trend Maven Nancy Kruse recently shared her “state of the plate” menu trends review, and noted that “Proteins with pedigree” are on trend. What does that mean? Overall it’s meats with a story, with provenance. Nancy breaks it down into four categories.
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Brands and breeds – we’re talking Wagyu here, or specific brands that are known for quality. Guests will pay more for items with premium appeal, and it plays in the burger category too.
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Premium cuts – even fast casual and QSR players like Arby’s and Firehouse Subs are getting in on premium, calling out the prime rib or “steakhouse” cuts in their sandwiches.
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Sustainably, humanely raised – this one’s near and dear to us, as it’s what we do, mate! It’s happening at Elevation Burger in QSR, using a grassfed and organic Aussie beef. Or at Gibson’s Restaurant Group’s LUXBAR, in their Gibsons Grassfed Australian BBQ burger. (more on that here)
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Clean – Very much in line with trends at retail, this is meats without added hormones, antibiotics, etc. A top concern among consumers, it makes sense that this would be a focus on the menu.
So what’s an operator to do? Step one, if you don’t already have a burger on the menu, pull your finger out! Are you marketing the “why” behind the meat you’re using in your burger? Can you tell a story about where your beef comes from, and what makes your burger better than the other guy’s?
Follow the links for more burger inspo and some thoughts from our mates.