Beyond the Basic Burger

Although Hubert Keller, the chef behind Burger Bar, believes in using traditional chuck, in his new San Francisco Burger Bar (other locations include Las Vegas and St. Louis), Keller prepares his meat in a glassed-paneled room visible to the public, to show diners how the staff hand-forms burgers, another quality marker.

GOING PREMIUM

The biggest trend in QSR and casual dining is the growth of premium beef, whether by cut or variety. Technomic’s July 2009 “Burger Consumer Trend Report” states 75% of consumers polled ranked quality of meat as the first or second most-important attribute in choosing a burger; 35% would be willing to pay more for premium burgers.

One of the allures of Angus beef comes from its marbeling, which boosts flavor, suggests Scott Popovic, corporate chef, Certified Angus Beef (CAB), a brand owned by the American Angus Association.

In late Dec. 2009, all 55 units of Ted’s Montana Grill upgraded to CAB. “We already offer a premium bison product, and we wanted to provide our guests the same quality on the beef side,” says Jeff Darby, vice president of supply chain, Ted’s Montana Grill. “Consumers recognize the brand and the quality it represents.”

Over the last few years, QSRs have also experimented with upgraded Angus burgers, most notably McDonald’s with its Third Pounder Angus burgers. The Six Dollar Burger from Carl’s Jr. and the Thickburger at Hardee’s also both prominently feature “100% Black Angus Beef.”

Angus isn’t the only medium for a premium burger. In Oct. 2009, Fuddrucker’s—another build-your-own burger chain—rolled out Fudds Prime beef for its burgers. The proprietary blend comes from humanely raised cattle and has no fillers or artificial ingredients. The meat itself comes from premium cuts of beef with optimal marbling, like prime and the upper portions of choice cuts.