As the UK enters an action-packed season of sport, from rugby to tennis, and football to Formula 1, the latest Americana research shows that venues with appealing menus are primed to attract crowds and maximise their profits.

Major UK sporting events pumped almost £9.75bn into the UK economy in 20241, and with an unforgettable summer of sport ahead, wholesalers and operators 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 – but getting the menu right is crucial.

According to the latest research, 63% of consumers plan to watch sporting events at a pub, bar, sports venue or restaurant2, with 67% frequently purchasing food on the way to, from, or during these events3. Crucially, over a quarter (26%) say no food menu would actively discourage them from choosing an operator4, and a further 41% say it would factor into their decision-making5. When watching sport outside the home, consumers prioritise food that is easy to eat (49%) as well as quick and filling (44%)6, making burgers the ideal menu offering to capitalise on this opportunity.

More than 8 out of 10 consumers (82%) say they are likely to order a burger whilst watching sport7 and almost 9 out of 10 consumers (88%) rate the quality of ingredients as important when ordering a burger out of home8. 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%)9. 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. By focusing on these aspects, alongside maintaining competitive pricing, venues 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 satisfaction10, with 85% saying a premium quality bun that stays soft and holds everything together feels more premium and better value.

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 for12. Pushing outlets to ensure their bun 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 give operators practical menu inspiration that is easy to execute during busy service periods while encouraging premiumisation and trade-up.

Samantha Winsor, Marketing Manager at Lantmännen Unibake UK says: “Major sporting events present an opportunity for operators. People are spending more time in OOH venues to watch sporting events and food becomes an integral driver on where they go.”

“Operator success or failure often comes down to simply getting the basics right. Easy wins for operators include setting 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.”

“Your burger is only as strong as your bun. Consumers want to be confident that the food they pick up from the plate not only looks great but holds together. Choosing the right bun doesn’t just improve the consumer’s experience, it also supports operational efficiencies in the kitchen. Americana’s consistent shape, size and robust structure offer a reliable solution that reduces waste and delivers the perfect build when demand is high. It is a simple but effective way for operators to protect margins, improve consistency and keep customers coming back for more”.

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 but durable texture
• Specially indented baking pans for consistent shape and size
• Frozen within two hours of baking to lock in freshness

Americana’s range of burger buns has something for everyone and can help operators to Serve Up A Winner’ each and every time.

For more information or to download Americana’s Serving Up a Winner booklets visit Sport Sells! And That Includes Burgers! | Americana