The ‘Whole’ Truth
‘Whole wheat bun’ is a popular menu descriptor for burgers.
While most chains do not specify the type of bread used for their burgers, some operators have added more descriptors to enhance health, quality or flavor perceptions. Among FSR chains that call out the type of bread or bun used on their burgers, “whole wheat” is the most popular description used.
What does this research mean for your menu?
In both the LSR and FSR segments, mentions of “whole grain” and “whole wheat” have increased across the board – not just for sandwiches and burgers. Descriptors that play into the idea of the “healthy halo” are very common. Calling out a whole wheat bun on the menu shows your customers that you’re responding to their need or desire for healthier options when dining out.
It Pays to Have Good Buns
Source: Technomic, The Burger Consumer Trend Report, 2011