The
once-lowly hamburger is now commanding premium prices on menus
around the country. Savvy operators are moving from ordinary
frozen burger patties to Wagyu, Kobe and other pricey breeds
to create new menu excitement and boost sales.
Despite
hefty price tags, research has shown that customers are willing
to pay for a burger made from a better cut of beef. A recent
Technomic survey showed that 75% of consumers rate "quality
of beef" as one of the top two attributes they look for
when choosing a burger.
What
exactly makes a burger "premium"
in the eyes of consumers?
That
same survey found that 7 out of 10 diners look for a higher-quality
breed of beef (such as Angus) or a higher-quality cut (such
as sirloin).
Over
the past decade, production increases have pushed American-bred
Kobe and Wagyu beef to the forefront of the upscale beef bracket,
competing for the spot once held by Japanese breeds. Increased
production and availability mean the prices for the upscale
beef are now within the reach of more operators. And increased
awareness among consumers has provided the impetus for bringing
this beef to the burger menu. But it's not only the Kobes and
Wagyus getting all the attention: Some operators are now sourcing
their ground chuck burgers from premium processors and "branding"
them on their menu to drive a higher price point.
Handle With Care: Working with Premium Breeds
The
basic prep rules of working with ground beef are especially
important when working with premium breeds: Handle the meat
as little as possible to avoid toughening. Broil or sear as
quickly as possible; avoid "squashing" the patty.
Flat-tops and charbroilers are recommended.
Don't
overwhelm this beef with seasonings; let its natural
flavor come through.
If
you're thinking of menuing a premium-quality burger, consider
the bun and toppings as well. Shredded iceberg lettuce, a slice
of processed American cheese and a flimsy white bakery bun underneath
don't say "upscale." This is the time to consider
unusual cheese selections, such as aged cheddars or artisanal
blues. Check on the availability of fresh local greens and vegetables.
Consider a locally baked kaiser or brioche roll for the base.
Don't
Forget to Sell Up: Promoting Premium Burgers
Most
importantly ... promote, promote, promote! Let your customers
know the kind of beef you're using and the upscale toppings
that come with it. Be sure your waitstaff knows the difference
in quality so they can sell it effectively. Once your customers
know you're serving this "royal" burger, they'll buy
it!
This
article was compiled by the trend team at Sandwichpro.com.
www.SandwichPro.com.