Sep 27th, 2023
12 mins

New research from Lantmännen Unibake’s Americana brand reveals that 86% of consumers think Asian flavours could be the next big flavour in street food and burgers, inspiring vendors to spice up their menus and capitalise on this growing taste trend.

The research shows that a third (33%) of consumers purchase street food at least once a week, and 35% order a burger out of home once a week or more. Almost half (49%) of respondents say that the opportunity to enjoy Asian flavours would inspire them to choose a street food burger, and 53% agree that when considering a street food purchase, trying new flavours is a deciding factor.

Samantha Winsor, Marketing Manager at Americana, comments: “Our market reports show growth within the dining out and street food sector. However, this is mainly driven by branded chain outlets catering to consumers looking for a quick and cheap refuel menu option, or a pricier but value-driven indulgent meal. This shows an opportunity for outlets to regain market share and increase sales.

“Street food operators, pubs and restaurants that offer a classic but quality burger menu to cater to the masses will reduce operational pressures in the kitchen and cut food waste. Then add on-trend, indulgent seasonal or LTO burger options to provide intrigue and excitement that will appeal to consumers looking to indulge and willing to pay a higher price point, developing the overall sales opportunity.

“Our new research into Asian street food trends provide the most desirable Asian street food inspired fillings matched with the perfect Americana gourmet buns in easy recipe solutions, to help operators successfully compete with the branded chains and increase their market share.”

Korean Fried Chicken (31%) has emerged as the preferred Asian-inspired street food burger recipe; Chinese Pulled Pork (25%) comes in second, followed by Katsu Curry (22%). Sweet chilli (42%), Korean BBQ (42%) and Teriyaki (28%) are the top Asian flavours when purchasing street food. When asked what they find so appealing about Asian street food, consumers agreed that it tastes delicious, the flavours are bold, and there is a great variety of dishes available.

Outside of Asian flavours, and despite the popularity of plant-based options in everyday life, people eating street food burgers are more likely to purchase it with a meat-based protein. Beef is the most popular (50%), followed by chicken (29%) and pulled pork (10%). In comparison, just 9% chose plant-based options, such as jackfruit, mushroom, tofu, bean burgers or whole vegetables.

When it comes to general street food burger toppings, the advice is to keep it traditional. The findings show cheese and bacon are the most popular, followed by onion. Avocado was the least favourite, with only 7% of consumers choosing it as their preferred topping. Tomato sauce continues to be a British favourite, with 45% selecting it as their favourite burger sauce. Mayonnaise and barbeque sauce come in at joint-second, with 41% choosing each one as their favourite burger sauce.

Winsor continues: “A burger should always have a delicious main ingredient – and vendors should ensure they finish off the dish with a premium bun. In fact, 69% agree that a high-quality bun would make them more likely to purchase a street food burger. The majority prefer a Brioche Bun with their burger, with a Vegan Brioche Style Grill Marked Bun and Gourmet (Sourdough Kaiser) Bun also making the top 3. Not only does a high-quality bun make a burger look great, but it will also hold a variety of fillings, allowing vendors to experiment with more flavours and textures, giving customers a better eating experience. Plus, premium buns show their quality and taste better, adding to the overall dish.”

The research from Americana also looked at consumer spend; on average a consumer would spend £9.97 on a street food burger and £11.82 on a street food meal. This shows that when purchasing a street food burger, consumers are looking for quality and value. It also gives outlets the opportunity to hit that higher price point and develop their margin, by adding further street food inspired flavours to enhance the overall burger offering whilst still demonstrating quality and value.

Outlets should also look to capitalise on the afternoon rush with a more street food inspired offering. Lunch is the most likely time that people want to purchase street food (40%) with dinner falling behind – just 27% agreed this was their preferred time to enjoy street food.

Feeling inspired? Check out Americana’s new Asian inspired burger recipes below and visit our campaign page here.


BBQ Korean Fried Chicken Burger

Serves 4


· 4 Americana Grill Marked Vegan Brioche Style Buns

· 500g boneless skinless chicken thighs and/or breast

· ½ tsp minced garlic

· ½ tsp minced ginger

· 1 tbsp rice wine

· 40g corn starch

· Pinch of salt

· Pinch of pepper

· 4 tbsp Kimchi

· Lettuce – torn or chopped

· Sweet chilli mayo – for the bottom bun

· Oil for deep frying


Soy glaze for the chicken ingredients

· 1 tbsp soy sauce

· 3 tbsp rice wine or mirin

· 2 tbsp rice wine vinegar

· 1 tbsp gochujang paste

· 3 tbsp honey, corn or rice syrup

· 2 tsp sesame oil

· 1 tbsp brown sugar

· 1 tsp minced garlic

· 1 tsp grated ginger

· Pinch of pepper


Korean BBQ sauce Ingredients (or alternatively use store-bought as a time saver!)

· 230ml soy sauce

· 150g dark brown sugar

· 2 tbsp minced garlic

· 1 tbsp rice wine vinegar

· 1 tbsp chilli garlic sauce (such as Sriracha®)

· 1½ teaspoons ground black pepper

· 1 tsp grated fresh ginger

· 1 tsp Asian (toasted) sesame oil

· 1 tbsp cornstarch

· 1 tbsp water



1. Remove any visible fat from the chicken, then cut into bite sized pieces.

2. Marinate the chicken for 20-30 mins in a mix of salt, pepper, rice wine, garlic, and ginger. Then coat each chicken piece well with corn starch.

3. In a pan, add all the soy glaze ingredients and stir well. Bring to a boil, and when it starts to bubble, reduce the heat to medium low, and simmer until it thickens slightly, about 3 to 4 minutes. Turn the heat off.

4. Pour about 1 inch of oil into a heavy bottom pan. When the oil is sufficiently hot (165°C), drop the chicken pieces in one at a time and fry in batches to prevent overcrowding. Cook until light golden brown, about 3 minutes. Remove and set them on a wire rack or a paper towel lined plate.

5. Reheat the oil to 165°C. Deep fry again until golden brown, about a minute or two. This can be in one batch.

6. Heat the soy glaze over medium low heat. Add the chicken and stir well until the chicken pieces are evenly coated. Sprinkle white sesame seeds.

7. For the Korean BBQ sauce, stir the soy sauce, brown sugar, garlic, rice wine vinegar, chilli garlic sauce, pepper, ginger, and sesame oil together in a saucepan and bring to a boil. Whisk cornstarch and water together in a small bowl until the cornstarch dissolves; pour into boiling soy sauce mixture. Reduce heat to medium-low and cook until the sauce is thick, 3 to 5 minutes.

8. Toast the buns.

9. Add sweet chilli mayo to the base.

10. Layer on the lettuce.

11. Add the soy glazed chicken.

12. Add the Korean BBQ sauce.

13. Layer on the Kimchi.

14. Top with the bun lid.


Japanese Teriyaki Bean Burger

Chinese Pulled Pork Burger

The research was conducted by Opeepl on behalf of Americana, July 2023 and followed a study of 500 diners from across the UK and all demographics.


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