The burger might be the quintessential North American food. By the numbers, burgers are on half of all restaurant menus – literally every other restaurant has one. They’re also at home in every segment from QSRs to fine dining steakhouses. In America it’s estimated people average 3 burgers a week, and in Canada, about 4 every month! Let’s look at what’s trending in this endlessly popular category.
Smashburgers are still riding an incredible hot streak on the menu – with Technomic data showing “smash” burger mentions growing nearly 22% YOY on menus. Our mate Matt Rosen is killing it with his version at the Ballroom Bowl in Toronto, featuring halal Aussie beef. The key is a simple but indulgent build, crispy texture at the edges from the smash technique, and of course, high quality meat at the center. Don’t forget to toast the bun!
According to Datassential, a global food and beverage intelligence company, premium proteins and luxury add-ons like wagyu (+52.4%), bacon jam (+51.9%) and truffle aioli (+45.4%) are all accelerating rapidly.
Interestingly, lamb as the premium protein is outpacing all of those in menu growth – up 382% over the past 4 years! With lamb still a niche protein in the US, lamb sliders seem to be the growth engine here; a lower-risk entry point and place to play with flavors or tout grass-fed positioning.
Overall what works pretty much everywhere in burgers is indulgence. A guest ordering one probably isn’t going for a health-food experience – they want big flavors, textures and builds with elevated ingredients. One look at the signature “pitmaster” burger at private Vaquero Club in Dallas from Chef Nelson Millán, and you’ll see what we mean.
For more inspo and examples from chefs across the US and Canada, follow this link here.