Britain’s obsession with burgers continues to grow, with the average Brit tucking into one of the nation’s favourite treats every ten days. In London, that figure rises even higher, with residents indulging in 57 burgers each year, according to a new survey conducted by burger brand Rustlers.
While classic options like chicken burgers, cheeseburgers, and quarter pounders remain at the top of the popularity charts, the survey of 2,000 Brits has also revealed a surprising trend: unconventional burger toppings are on the rise. According to the research, a quarter of Brits now enjoy fried eggs on their burgers, while pineapple, guacamole, and even hummus is becoming increasingly popular choices.
Rustlers commissioned the study as part of its new ‘Boost Your Burger’ campaign, designed to encourage people to get creative with their burger choices. The findings suggest that, while the country is united by its love of burgers, the toppings that Brits choose are far more divisive.
Traditional favourites like onion rings (33%), pickles (24%), and avocado (12%) remain popular. But unusual options such as pesto (7%), beetroot (7%), and even Marmite (8%) are also gaining ground. In Leeds, peanut butter has become a surprising topping of choice for 10% of locals.
Geographically, there are clear divides in burger experimentation. Glaswegians are the least adventurous, with nearly half (44%) saying they would never top their burgers with unusual ingredients. In contrast, Londoners are more willing to experiment, with some even giving Marmite a go. And in Newcastle, 6% of those surveyed ditch the traditional burger bun altogether, opting instead to wrap their patties in lettuce leaves.
The debate extends beyond just toppings. One in six Brits (18%) believe pineapple deserves a place on top of a burger more than tomato, while 26% think the best place for the burger’s key ingredients is sandwiched between the patty and the bottom bun. A further 26% of respondents go as far as saying that adding BBQ sauce is an act of “burger blasphemy.”
However, one thing that most Brits can agree on is the importance of the burger bun. A buttery brioche bun (22%) is the UK’s favourite, though Gen Z is increasingly opting for sourdough as a more refined alternative.
Rustlers’ campaign culminated in a pop-up burger bar in London’s bustling King’s Cross. The event featured lookalikes of Gordon Ramsay, who famously once charged £48.45 for a burger and fries, and Ed Sheeran, who helped give away hundreds of burgers to hungry commuters. All the burgers featured 100% British and Irish beef, a key factor for nearly one in five respondents, who say quality ingredients are essential.
Rebecca Simpkin, Senior Brand Manager at Rustlers UK, commented: “Our study has revealed more division in burger toppings than we ever imagined. But the good news is that there’s no right or wrong way to boost your burger. Whether it’s with a simple tomato and lettuce or something more exotic like kimchi and pineapple, you should enjoy your burger the way you like.”
With such a wide array of toppings to choose from, it seems the only real rule when it comes to burgers is that anything goes.
The UK’s Top 10 Burger Toppings:
- Onion rings
- Fried eggs
- Pickles
- Avocado
- Pineapple
- Guacamole
- Hummus
- Pesto
- Beetroot
- Olives