Now About the Bun

With carriers ranging from brioche to pretzel rolls to donuts and even fried ramen cakes, burger makers are thinking outside the breadbox.

CHAPTER 4

Now About the Bun

IN MANY WAYS, IT’S THE CARRIER THAT BRINGS THE MOST CHARACTER TO A BURGER

As operators strive to create their own craveable versions of this menu stalwart, it’s often the bun that delivers the iconic experience. Is it soft and squishy like a potato roll? Hearty or sophisticated like a pretzel roll or a brioche? Or something unique like a ramen patty or a waffle? There are many options to choose from.

Artisanal rolls, ciabatta, Hawaiian buns (which have a slightly sweet flavor profile), multigrain loaves, Texas toast, onion rolls, bagels, challah, and English muffins are trending, and bring interesting flavors, textures, and backstory to a burger. In addition, these carriers suggest a theme that can be carried through with toppings and condiments, such as arugula, prosciutto, and mozzarella with ciabatta or barbecue sauce and crispy onion strings on Texas toast.

40% of consumers say they are interested in unconventional buns for burgers.¹

Another opportunity is in gluten free carrier options such as buns and toast. Due to the need for specialty sourcing, many operators charge $1.00 to $1.50 for the option.

And what about the over-the-top carrier choices, like Krispy Kreme donuts, craggy waffles, crispy discs of fried ramen, or decadent mini-pizzas? Instagram has played a part, as these bragging-rights burgers are often deployed as specials or LTOs (limited-time offers) to goose sales or generate media coverage. Ideas run the gamut from Sushi Burgers stuffed between compressed rice or Chinese steamed buns to indulgent fried mac and cheese or grilled cheese platforms to sandwiches built on whole potato skins.

Gluten free buns have experienced 121.5% growth since 2016, and the category is expected to outperform 99% of all other foods, beverages, and ingredients over the next four years.²

MENU ADOPTION CYCLE: BURGER CARRIER³

Look beyond the basic hamburger bun when developing a signature burger offering. Better yet, curate a selection of burgers that showcase different carriers, especially when they can be cross-utilized in other menu items and dayparts. Or consider allowing patrons to customize their burger with a choice of carriers, including regular, whole grain, gluten free, lettuce-wrapped, and a premium option such as a pretzel roll.

Gluten free/Paleo: Lettuce leaves, portabello mushroom caps, bias-cut zucchini slices
Fries with That: Hash browns, latkes, sweet potato pancakes
Deli Style: Marble rye, pumpernickel, bialy
Regional: Brown bread, corn cake, frybread

Global: Portuguese roll, baguette, lavash
Breakfast Burger: French toast, crumpet, croissant
Classic: Pullman, Parker House, sourdough

OPERATOR SPOTLIGHT
In addition to patties, cheese, veggies, and sauces and spreads, the Be My Burger custom-build platform at New York-area Bareburger includes a choice of four different carrier options: brioche, sprout bun, gluten free bun, and collard green wrap.

_{^{Sources: 1. Datassential Creative Concepts: Burgers (2019). 2. Datassential SNAP! Gluten Free Bun (2020). 3. Datassential Menu Adoption Cycle, Burger Carrier (2020).}}