As the UK enters an action-packed season of sport, from rugby to tennis, and football to Formula 1, the latest Americana research urges wholesalers to seize the summer sales opportunity.
Major UK sporting events pumped almost £9.75bn into the UK economy in 2024[1], and with an unforgettable summer of sport ahead, wholesalers are being urged to seize the opportunity. New consumer research commissioned by Americana reveals that live sport remains a powerful driver of out-of-home visits, providing wholesalers with an opportunity to boost summer sales by helping customers get their menus right.
According to the latest research, 63% of consumers would watch sporting events at a pub, bar, sports venue or restaurant [1], with 67% frequently purchasing food on the way to, from, or during these events[2]. Crucially, over a quarter (26%) say no food menu would actively discourage them from choosing an out of home venue[3], and a further 41% say it would factor into their decision-making[4]. When watching sport outside of home, consumers prioritise food that is easy to eat (49%) as well as quick and filling (44%)[5]. Making burgers the ideal menu offering for wholesalers to stock and recommend, helping both themselves and their customers to capitalise on this opportunity.
More than 8 out of 10 consumers (82%) say they are likely to order a burger whilst watching sport[6] and almost 9 out of 10 consumers (88%) rate the quality of ingredients as important when ordering a burger out of home[7]. When asked what would make them more likely to order a burger during a sporting event, quality ingredients and gourmet bun ranked second (21%), behind value for money (25%) and ahead of speedy service (15%)[8]. These insights show that not only are burgers a clear favourite among consumers, but quality ingredients from the filling to the bun are key drivers of customer satisfaction and purchase intent. Wholesalers who focus on stocking and promoting product ranges that offer these benefits can maximise sales and customer loyalty throughout the busy sporting season.
Digging further into what quality is and what it means to the consumer, the Americana research reveals that quality extends beyond the patty; while it of course remains important, 61% agree the bun is equally important for overall satisfaction[9], with 85% saying a premium quality bun that stays soft and holds everything together feels more premium and better value[10].
Visual cues play a significant role too. Freshly baked appearance, grill marks, seeded buns, thickness and a glazed shine all signal quality to consumers, with 71% agreeing that a premium bun makes them feel their burger is worth paying more for[11]. Pushing wholesalers to ensure their burger bun range meets these winning visual quality indicators.
To support this opportunity Americana’s ‘Serving Up A Winner’ campaign includes a tailored sporting inspired insight and recipe booklet, designed to help wholesalers support their customers during the exciting summer of sport. It includes practical menu inspiration that is easy for outlets to execute during busy service periods, while encouraging outlets to trade-up.
Samantha Winsor, Marketing Manager at Lantmännen Unibake UK says:
“This summer’s major sporting events present an opportunity for wholesalers. People are spending more time in OOH venues to watch sporting events and food becomes an integral driver on where they go. By helping operators get the menu right, wholesalers can play a key role in helping their customers win those occasions – and in turn capitalise on the opportunity themselves.”
“A big part of wholesaler success this summer comes down to getting the basics right by stocking the right products for their customers. Operators want to create a menu that accommodates regular diners and sports fans, who want food that is easy to eat, good quality and value for money. This makes a quick serve burger menu the perfect solution during busy service times, where the importance of quality is not to be underestimated.”
“The bun is the unsung hero of the burger, yet it’s still too often overlooked despite the role it plays in quality and consistency. Outlets want to be confident that the burgers they serve holds together and delivers the taste and eating experience their consumers expect.”
“Choosing the right bun doesn’t just improve the eating experience – it can also make a real difference operationally for operators. Americana’s consistent shape, size and robust structure offer wholesalers a reliable solution they can confidently supply to customers, helping reduce waste, ensure a perfect build and performance when demand is high. It’s a simple but effective way for wholesalers to support their customers to protect their margins while driving their own repeat business.”
Thanks to Americana’s advanced production process, the buns deliver the quality, consistency and performance that operators need. This means:
• Signature sponge & dough technology*, delivering a soft texture and a fresh-baked aroma
• High quality ingredients for consistent taste and reliability
• Specially indented baking pans for consistent shape and size
• Frozen within two hours of baking to lock in freshness
For more information or to download Americana’s Serving Up a Winner booklet visit Sport Sells! And That Includes Burgers! | Americana
* Not including Americana’s Brioche bun
1 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
2 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
3 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
4 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
5 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
6 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
7 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
8 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
9 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
10 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
11 Opeepl on behalf of Americana: Burgers and Out of Home Sporting Events
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