According to various news source, the conclusion is derived that the smaller BurgerJoint chains which in turn provide “better” Burgers are growing faster than the giants in the category.
There were never two thoughts on the universal truth that the quality matters. The prestige, fame and branding all are the results of the quality work. The smaller burger joint chains are in turn need to make their place in the market and the best or at least the better quality is the sole parameter they can rely on. Of course, they cannot beat the bigger companies in terms of advertising and marketing, but if they provide the quality stuff, they will get the word-of-mouth publicity. Which spreads a little slower but steadier and people find it more reliable to believe on the real experience of others then the advertisement claims.
Here are some of the examples: Shake Shack grew by 133% in 2010, and now has seven stores. Smashburger had the second highest growth rate, at 116%. and now has 93 branches. While McDonald’s, Burger King and Wendy’s account for 75% of the fast-food burger business, the smaller chains are setting themselves apart, with more limited, focused menus.
The two other marketing weapons used by smaller burger-joint chains are, providing beverages in a variety (along with the Burgers/Fries etc) and of course the lower price. And of course, these big firms including the mentioned above and followed by Five guys, Whataburger, Five napkin burger and others… all followed the same path, to reach to their current position in the market.
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