Burgers at quick service become less popular as price climbs
Consumers dissatisfied with price of burger combo meals and lack of choice, NPD survey finds
Fern Glazer 1 | May 31, 2017
The burger is America’s most-ordered menu item, but, in recent years, hamburgers, particularly served at quick-service restaurants, have fallen a few notches on consumers’ must-order list.
According to recent research from The NPD Group, quick-service traffic at lunch — the segment’s bread-and-butter — continues to steadily decline, and servings of burgers are down.
“The menu item ordered most should be ordered most at a burger restaurant,” NPD analyst Bonnie Riggs said. “There’s really no good deal, no value that consumers feel is a good value. [Burger restaurants] are just taking so much price people aren’t ordering burgers anymore.”
In recent years, quick-service burgers have stayed much the same, while their price has steadily increased, NPD found.