Chains respond to demand for quality burgers
Hamburgers are big business. And the offerings are getting better.
The industry is contending with pressure from the so-called better burger places, such as Smashburger, Five Guys and In-N-Out.
Among the first of the big chains to dive into fancier burgers was McDonald’s. Some analysts credit its Signature Crafted Recipes, which includes a sriracha burger and non-burger selections such as the pico guacamole buttermilk crispy chicken sandwich, with boosting the company’s sales. They are priced at $4.99 and up.
Millennials are driving the move to better burgers, demanding better food.
“Millennials are used to spending a little more for a better product at a fastcasual (restaurant),” said Jennifer Kennedy, director of marketing for Jack in the Box, a 2,200-location chain based in San Diego. “Now, they’re looking at fast food and saying, ‘You need to do this. We’re expecting it.’ There’s a need to step it up to make sure we’re competitive.”
So, as a new upscale offering, Jack in the Box created a Ribeye Burger late last year based around ribeye steak meat with a red-wine glaze. The All American Ribeye sports red onion, provolone cheese, lettuce tomato and also comes with mayonnaise. Both are served on a potato roll bun. It also sells at a premium price: at least $5.50, depending on the market, compared with $3.99 for its traditional burgers.