Woolworths has launched a revamped burger range to provide families with affordable dining experiences at home in response to the ongoing cost of living crisis.
As financial pressures rise, Australians finding it difficult to make ends meet and are eating out less often and turning to more affordable home dining.
The Household Budget Barometer 2024 shows that Australians are facing increasing financial hardship as a result of the ongoing cost of living crisis. High prices are pushing households to the brink.
According to a national survey, around three quarters of Australians have changed their consumption habits, with 43 per cent of respondents saying they have given up eating out and takeaway in favour of home cooking.
To cater to the growing demand for home-cooked meals, Woolworths has launched a new burger range.
“We were inspired to create a convenient, juicy, and delicious supermarket burger range,” said managing director of Woolworths Food Company, Louis Eggar.
Eggar noted that life is currently tough for Australians. He hopes that the new burger range will help Australians save money and get through the current financial difficulties.
Trying to replicate restaurant-level flavour
Recent burger consumption reports revealed that 44 per cent of Australians would prefer to make burgers at home but do not believe they can replicate the restaurant-style experience.
“We wanted to do the hard work for our customers. We also know this is a challenging time. With increasing cost of living pressures, customers are struggling and opting to dine at home more,” said Eggar.
Eggar pointed out that, seeing the strong desire to recreate those restaurant flavours at home, Woolworths’ new burger range caters to this trend by offering a variety of premium-quality burgers.
Surveys also showed that half of Australians favour making more budget-friendly burgers at home, with the proportion rising to 56 per cent among families and 67 per cent among 18-29-year-olds.
“We know customers want to make more burgers at home, but they find it hard to recreate the burger chain experience. So, we wanted to offer them affordable supermarket options for family burgers,” said Eggar.
“For example, Smash Burgers and Wagyu Beef Burgers provide exceptional taste and texture without the high restaurant prices.”
(Image: Wooworth Media)
Comprehensive upgrades to meet diverse needs
Eggar said that because Australians are passionate about great burgers and more families are choosing to eat at home, there are more opportunities for Woolworths to grow its business.
Inspired by the burger chain’s burger range, Woolworths is launching a range of 13 burgers, including nine beef, three chicken and one pork patties.
The new range offers a choice of 16 premium products with a wide range of flavour options and innovative recipes to better meet customers’ diverse dietary needs.
These include Classic, Thin and Mini models for family gatherings or small gatherings of friends. And for customers looking for premium flavours, Woolworths has also introduced Wagyu Beef Patties.
Prices are set between $8 and $10, which Eggar said is great value for money, whether it’s his personal favourite, the Wagyu Beef Burger, or the Classic Series Burger.
A family burger night for four can cost under $30, compared to the $60 price tag for a similar meal from a burger chain.
“$10 gets you two patties, which is an absolute bargain for the deliciousness you can only find at Woolworths,” said Eggar.
To meet the expectations of home diners, Woolworths adopted advanced food technology and collaborated with world-leading manufacturing partner Hilton Foods for over a year to innovate and enhance each burger patty’s juiciness and flavour.
Eggar emphasised that Woolworths’ product development team is committed to providing customers with the taste and quality of restaurant-inspired meals while delivering affordable and delicious experiences.
The future of family dining
The upgrade of the burger range is not only a smart response to the cost of living crisis but also an attempt by Woolworths to innovate in an evolving market focused on consumer needs.
Eggar mentioned that the new product has received positive market feedback.
“These products have been available both in-store and online for several weeks, and customers have responded enthusiastically. They are loving the revamped burger range,” said Eggar.
With summer approaching, Woolworths’ burger range aims to deliver a budget-friendly dining experience for families. The company remains committed to offering the value, choice, and quality that different customer groups expect in their daily needs.
“We have brought together a team of experts, including innovative chefs and product developers, and drawn inspiration from the market and competitors. We are well-prepared for summer,” said Eggar.
Looking ahead, Woolworths is confident in its plans to navigate the challenging environment, helping customers discover value and manage their household budgets.
(Image: Wooworth Media)