Maximise Sales by Tapping Into the Smash Burger Trend

A trend grounded in simplicity and taste is sizzling through the foodservice industry and is quickly becoming a staple on menus nationwide –smash burgers.

A smash burger is made by flattening a ball of ground meat (usually beef) against a hot griddle, delivering a beautifully crisp patty and bun with a juicy core. This technique not only enhances flavour but also offers a textural contrast that leaves customers craving more.

In the past year alone, these burgers have appeared in the UK 18% more frequently¹, with many operators jumping on this trend in response to customer demand. By tapping into this hot trend, operators can elevate their offerings with a premium spin. Here is how you can do that, too.

Raising the Quality Bar

Consumers are looking for better quality ingredients to elevate their dining experience when out of home. In fact, data reveals that quality has now overtaken value as the top priority for consumers, marking a clear shift in their expectations for the out-of-home dining experience². Make sure to use the best quality ingredients in smash burger offerings to attract consumers and keep them returning for more.

Keep Things Simple

The charm of a smash burger lies in its simplicity so it’s important to keep toppings simple so that the burger’s natural flavours can shine. Any top-quality patty deserves a gourmet burger bun, so don’t underestimate the importance of the bun. Recent research shows that 67% consumers would be disappointed if their burger was not served in a gourmet bun³ and they are willing to pay more for it: £1.35 to be exact⁴. At Americana, we offer a variety of buns to cater to different tastes, and you can see our gourmet range here.

Cater to Your Audience

It’s important to make sure that you are giving your customers what they are looking for in terms of fillings. Our research shows that 66% of the nation voted for cheese, as their favourite filling, specifically cheddar, for almost half (43%) of all consumers surveyed. Bacon came in second (43%), followed by the hate it or love it pickle (26%), beating more adventurous options such as jalapenos (12%), Mac ‘n’ Cheese (7%) and chorizo (5%)⁵. Ensuring that you have a range of favourite fillings will help to drive sales.

As smash burgers continue to rise in popularity, they’re more than a trend – they’re becoming a menu must-have. Embrace the smash burger trend, stay on top of customer preferences, and keep your menu fresh and exciting.