When adding a burger to their menu, restaurants likely consider the type of beef or protein, what kinds of sides to go with it, and what condiments should be used. But new data suggests chefs should increase their focus on the quality of their buns instead.
A report from Datassential discovered that customers value high-quality breads used in their meal. They found that 60 percent of consumers say the type and quality of bun is "extremely important" or "very important" when ordering a burger at a restaurant. It was considered more important by those surveyed than whether the beef was grass fed, the meal was made with all natural ingredients, or if it was part of a combo, special, or deal.
Datassential also found that customers were willing to spend extra on burgers using premium bread. 40 percent of consumers in their survey said they would spend money more on a burger based on the type and quality of the bun.
To compare that with other factors, only 39 percent of customers said they would pay more for high-quality restaurant ambiance, and only 30 percent said they would do so based on speed of service. So, using great tasting, artisan burger buns may offer more value to a business than investing in better front-of-house service or décor.
Even customers who said they wouldn't pay more for quality breads said they would be encouraged to visit an establishment more often that uses them. 51 percent of those in the survey said they would buy more burgers from a restaurant based on the type and quality of their bun. Only 49 percent said they would return more often for a rewards or loyalty program, which again suggests the power artisan bread can have on improving a business' bottom line.
Datassential also discovered that bad burger buns were particularly harmful to a restaurant's reputation. 30 percent of consumers say they would be discouraged from going back to a foodservice establishment that used low quality buns. They were more likely to turn-off a customer than bad side dishes (28 percent), an unhealthy meal (21 percent), or a messy burger (21 percent).
So, a high-quality bun can motivate customers to make return visits and even pay more for their burger, while lower qualities can ensure they never come back again. Sounds like it's time to invest in better bread.
Euro-Bake USA is an artisanal bread manufacturer serving the United States for over 25 years. Our selection of par-baked and fully-baked breads contain all-natural ingredients and no chemical preservatives. View our products or contact us today.