QSRweb.com has been closely watching McDonald's and Burger King's entry into the premium burger category. After Carl's Jr. and Hardee's challenged McDonald's Angus Third Pounder to a taste test, we decided to try one of our own.
We conducted an informal taste test among our co-workers, a group of six that included three males in the chain's target demographic, two older males and one female. The group judged the burgers on appearance, quality, consistency and taste. (Watch video below.)
We asked them to compare Mushroom & Swiss varieties of Hardee's Thickburger, McDonald's Angus Third Pounder and Burger King's Steakhouse. We chose to include Hardee's because the chain has a six-year tradition of offering premium burgers. McDonald's was included for its recent entry into the category. We also tested Burger King's Steakhouse burger because it is made of premium ingredients and is the forerunner to the thicker Steakhouse XT line that will launch nationwide in early 2010.
The participants were evenly split among the three brands over which burger tasted best, and the camps had strong opinions about their favorite. One participant liked Hardee's for its overall blend of flavors and thought Burger King's Steakhouse was too overpowering. Those who liked Burger King preferred the sauce (A1 Steak Sauce) and the grilled flavor. Those who chose McDonald's thought it was a higher quality burger that allowed the different flavors to shine through.
Participants said the mushrooms were the predominant flavor in the Hardee's Thickburger. Mayonnaise, mushrooms and the meat's beef flavor stood out in the McDonald's Angus burger. And in Burger King's Steakhouse, the mushrooms and onion stood out.
Burger King's Steakhouse's quality was most indicative of a premium burger, our judges said. Those who believed the burger was a better quality said it had a premium flavor and more toppings, which worked well together. One also said it seemed to be the best quality for the value.
We also asked the judges to rate the burgers' appearance. McDonald's Angus Third Pounder was the clear winner there, with its sesame-seed topped bakery-style bun and thick patty.
But when asked to taste the meat patty by itself, Hardee's was the overwhelming favorite. Participants said it had the best meat flavor and was the juiciest and thickest. One of those also said McDonald's meat patty was dry.
We asked the participants if they would be willing to buy the burger after the taste, and three said they would be willing to buy the Hardee's burger, with two others saying maybe. One said he would be willing to buy the McDonald's burger, and two said maybe. Two said they would likely buy the Burger King burger, and one said maybe.
Of the volunteer participants, four eat at burgers 0-1 times a week, and two have them 1-2 times per week, even among the burger category's target demographic. When they eat burgers, most prefer to eat them at casual dining or at home, with two eating fast food burgers occasionally. When eating burgers at QSRs, the participants were more likely to order a specialty burgers or premium burgers, and two typically order off the value menu.
Watch the video below for more commentary.
