According to a recent survey, America’s favorite burger comes from a fast food chain that you haven’t probably heard of. Find out in this BidnessEtc.com article.
If you are thinking that Americans love Burger King Worldwide Inc.’s (BKW) and McDonald’s Corporation’s (MCD) burgers more than any other burger out there, then you are heavily mistaken. Consumer reports have revealed that America’s favorite burger comes from a fast food chain that many would not have even heard of – The Habit Burger Grill.
Based in California and founded in 1969 in Santa Barbara, Habit has locations all over California but little presence outside. However, it is looking to expand to the East Coast and will be opening its New Jersey restaurant soon.
The survey that rated the Habit Burger as the most popular fast-food restaurant included 65 other chains – some as famous as In-N-Out Burger, Freddy’s Steakburgers, and McDonald’s. The survey posed the same question for different food categories like Chicken, Burritos, Sandwiches and Burgers: “On a scale of 1 to 10, from least delicious to most delicious you’ve ever eaten, how would you rate the taste?” The burger category included around 53,745 answers and Habit’s cheeseburgers comfortably scored above eight on the scale while other small names such as Smashburger, Burgerville, Steak ‘n Shake remained between the band of 7-8. The biggest disappointments were the ratings of Wendy’s, Burger King, and McDonald’s who scored 6.8, 6.6 and 5.8 respectively.
There are several reasons for Habit’s popularity. It has rapidly evolved and expanded into a modern-day brand since 2007, when the then 23-unit based chain was acquired by KarpReilly LLC, a private-equity firm. It has recently signed its two franchise agreements to introduce the brand to Las Vegas and Seattle markets, and plans to move to the Northern Virginia region next year. Habit Burger’s Vice President of franchising has described its endeavors in these words:
“We’re very bullish because of where we play in the better-burger segment; we have a diversified menu and a value play and value just doesn’t go out of style.”
He also explained how, over the years, the fast food franchise has sustained an average of $7.7 per person ticket, which matches other similar quick-service burgers. Moreover, the diverse menu includes everything from grilled tuna and pastrami sandwiches, to salads and desserts; this enables it to position itself in the market of fast-casual restaurants.
Furthermore, the brand has managed to keep up its sales growth (35% over the last year) in a market where Burger chains have registered an overall growth of only 1.2%. While the total sales for the Burger chains in the US amount to $72million, Habit Burger recorded sales worth $120 million.
The survey reports clearly show a change in consumer preference when it comes to fast-foods, especially burgers. Who would have guessed that 21 other burgers would be rated as more palatable than McDonald’s famous Big Mac. Let’s hope The Habit Burger maintains its standing in the coming future and offers a challenge to chains like Burger King, and McDonald’s who would then be expected to produce something phenomenal and out-of-the-box. Nevertheless, it’s a win-win situation for the American customers who can expect mouth-watering burgers to reach their plates every time they visit a nearby fast-food chain.
More articles about the famous dining places across United States can be found by visiting this blog site.