Where’s the Beef?

Beef burgers aren’t the only ones making headlines. Shane Maack, senior executive chef, Gilroy Foods & Flavors, has seen burgers made from fish, seafood, chicken, turkey and even duck, in addition to vegetarian patties. Build-your-own burger chain The Counter is following this trend, featuring a Maryland-style Crab Cake Burger with bacon coleslaw, tomato, red onion and lemon-basil tartar sauce as its Jan. 2010 monthly featured burger.

According to Technomic’s July 2009 “Burger Consumer Trend Report,” about 30% of females polled said they would order turkey or chicken burgers; about 22% would also order a veggie or garden burger, compared to just 13% of men. This gender-dividing tendency is epitomized with Michelle’s Melt at Good Stuff Eatery in Washington, D.C. Inspired by the First Lady’s famous garden, the free-range turkey burger features caramelized onions, Swiss cheese, tomato, lettuce and herb mayonnaise. The report also notes that non-meat burgers are becoming more common on both leading and emerging chain menus, including Burger King, Five Guys Burger and Fries, Johnny Rockets, Red Robin and Ruby Tuesday, among many others.

“There is a group of guests that prefer dishes that don’t rely on heavy protein, red meat in particular,” says Bob Okura, vice president of culinary development, The Cheesecake Factory. “We want to give them options like everyone else.”

With this in mind, in 2008 he developed the now-popular vegetarian Wild Mushroom Burger, made with portobello, shiitake and cremini mushrooms, for the chain’s sister venue, Grand Lux Cafe. Its 13 units sold over 35,000 of the burgers that year. “You see veggie burgers on almost everyone’s menu, yet some diners aren’t fully satisfied with these burgers,” says Okura. “When our mushroom burger is prepared correctly, it eats like a regular burger.”

Kara Nielsen is trendologist at the Center for Culinary Development, San Francisco, where she analyzes food and beverage trends, leads trend tours, and speaks on culinary trend topics.