TIGHTER economic times are one of the drivers behind a decision by national supermarket retailer Woolworths to expand its pre-prepared burger range this week.

Migration from whole muscle cuts like steaks and roasts to cheaper mince-based items is a well known trend during periods of more defensive buying among consumers, as is choosing to eat-out less and cook more at home. Today’s Woolworths announcement clearly responds to that trend.

“Cost-of-living pressures are a critical concern for our customers, both in Australia and New Zealand. As Woolworths Group, we recognise the important role we play for our customers, teams and communities in delivering the value, choice and quality they expect for their food and everyday needs,” the company says on its website.

A day after Woolworths and national retail supermarket rival Coles were taken to task by the Australian Competition and Consumer Commission over alleged price manipulation on their ‘Down, Down” and ‘Locked and Loaded” campaigns, Woolworths has this morning made significant changes to its burger range, introducing a brand new lineup of items for customers under the title ‘Home Burgers’.

The company’s offering now includes 16 new burger products, “designed and developed to cater to a growing number of shoppers who are looking for quality ‘dine-in’ at-home options,” the company says.

The strategy comes as a new internal Burger Consumption Report (commissioned by Woolworths and carried out by Sacchi) found 44 percent of Australians like to have burgers at home, but don’t think they can make restaurant-style burgers.

The growing ‘dine-in, at home’ trend played a significant role in the burger revamp, Woolworths said, and the number of customers cutting back on eating out and entertainment rose again in the September quarter as many look to manage their budgets.

Woolworths Food Company managing director Louis Eggar said burgers continued to be a favourite among Australian consumers, and restaurants were always finding ways to make them even better.

“We were inspired by that energy and created a new supermarket burger range that’s not just convenient, but juicy, flavourful, and truly satisfying,” he said.

Based on the company’s standard (82CL) 500g packs of beef mince at $6.50 (equivalent to $13/kg), the new products represent a value-add markup (mostly made up of pattie forming and flavouring) of between 23pc and 54pc (156pc in the case of Grainfed and Wagyu).

“Our teams worked alongside our world-class manufacturing partner Hilton Foods for twelve months to reimagine the style of burger to meet customers expectations for a better at-home dining experience,” Mr Eggar said.

“We’re confident that our new range delivers the texture and taste consumers expect from a burger chain – an experience that is both affordable and delicious, allowing customers to recreate restaurant style burgers at home.”

Consumer research also found that one in two Australians agree they’d make burgers at home more if it was more affordable, a number that rose to 56pc for families and 67pc for 18-29 year olds.

Woolworths said its new burger range went beyond the standard pattie, offering a variety of options for different occasions from everyday to gourmet:

• Beef Burger 4 pack 500g – $8*
• ‘The Stacker’ Beef Burgers 6 Pack 500g – $8
• Chicken Burger 6 Pack 600g – $8
• Beef Sliders 8 Pack 400g – $8
• Beef Smash Burgers 6 Pack 400g – $8
• Sweet & Smoky BBQ Flavoured Pork Burger 4 Pack 500g – $9
• Steakhouse Beef Burgers 4 Pack 454g – $9
• Chuck & Brisket Burgers 4 Pack 454g – $9
• Southern Style Chicken Burgers 4 Pack 400g – $9
• Angus Quarter Pound Beef Burgers 4 Pack 454g – $9
• 100 Day Grain Fed Beef Burgers 2 Pack 300g – $10
• Wagyu Beef Burgers 2 Pack 300g – $10
• Macro Grass Fed Beef Burgers 4 Pack 500g $10
• Macro Grass Fed Extra Lean Beef Burgers 4 Pack 500g – $10
• Macro Free Range RSPCA Approved Chicken & Zucchini Burgers 4 Pack 500g – $10*

Based on unit pricing for the Home Burger patties, buns, tomatoes, cheese, pickles, lettuce and sauce, Woolworths suggested a family of four could be fed for $28.53.

Woolworths’ new Home Burger range is available from today in all supermarkets and online.

* Prices correct as of 23/09/24.