90% of Brits prefer American burgers, study reveals

New research from Lantmännen Unibake UK’s Americana brand found that infusing British burgers with American flavours is a growing trend, with 90% of consumers preferring American-inspired burgers, and 62% believing that the influence of American burger trends significantly improves menus.

This suggests that premiumising a classic burger offering with trending, American-inspired ingredients could help maximise sales this year. 

The study also shows that premiumising burgers can positively influence the bottom line, with 41% of consumers claiming they would pay £10–£14.99 for a burger with an American twist, and an additional 24% stating they would pay up to £19.99.

Presenting burgers in gourmet buns is another way to capitalise on this trend, with 85% of consumers agreeing that a quality burger should be topped with a gourmet bun.

Samantha Winsor, marketing manager for Lantmännen Unibake’s Americana brand, comments: "Burgers remain a firm menu favourite for customers when dining out, with 84% of consumers eating a burger at least once a month when dining out. In the current financial climate, we know customers are on the hunt for value for money and a treat for when they do spend. Our research shows an American-inspired gourmet burger topped with a premium bun will meet those needs."

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