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Three outlet bespoke channel guides and video partnership with The Fat Foodie launched to help all operators capitalise on booming burger and delivery demand

The UK’s out-of-home (OOH) market is on track to hit £105.3bn this year1 and food delivery is powering towards £14.3bn with 3.1% projected growth2. In response, Lantmännen Unibake’s Americana brand has launched its ‘Built to Deliver’ campaign to help operators meet rising consumer expectations for consistently high-quality burgers across both dine-in and delivery channels.

With 81% of consumers grabbing a burger out of home at least once a month3 and 56% ordering delivery or takeaway at least once a fortnight4, the burger category represents significant growth potential. However, research reveals that burger execution challenges are undermining this opportunity with nearly a quarter (24%) of delivery customers citing soggy buns or the bun falling apart as a major disappointment5.

The structural integrity challenge

The campaign highlights a fundamental point – the bun isn’t just a vessel for the fillings, it’s a structurally critical component that can make or break the entire burger experience. Consumers rank a quality, soft but robust bun that holds its shape as the top-quality indicator when it comes to burger excellence, and most significantly, 73% of consumers are prepared to pay more for it6.

Samantha Winsor, Marketing Manager at Lantmannën Unibake UK, says: “OOH operators have an incredible opportunity to capitalise on the UK’s burger obsession, and the data tells us something important about where the industry needs to focus and it starts with addressing the fundamentals. The bun makes up 69% of the burger7, yet is often treated as an afterthought rather than the foundation of a quality dish.

“Delivery is finding this the most challenging, where 30% say their delivery experience is hit or miss8 due to cold food on arrival (38%), slow delivery times (31%) and soggy or fallen apart burger buns (24%). That’s a significant proportion of diners who aren’t getting the quality experience they expect.”

Guides Built for Every Channel

Recognising that every operator faces unique challenges, Americana’s Built to Deliver campaign includes three bespoke channel guides tailored to the specific needs of pub & bar, QSR and restaurant operators. Each guide is packed with insights, market trends and top tips to help operators create burgers that keep it together under any condition.

• In Pubs & Bars: 73% of diners would pay an extra £1.25 for a gourmet bun, and menu customisation is a top priority for guests9.
• For QSRs: With 72% of consumers willing to pay more for a gourmet bun and an average uplift of £0.54 per burger, speed and consistency are key to maximising profits10.
• In Restaurants: Diners are seeking premium experiences, with 73% happy to pay £1.30 more for a gourmet bun and 67% wanting to customise their burger11.

From lightly toasting the inside of the bun to create a moisture barrier, to being strategic with sauce placement or using a cloche for flavour enhancement, the campaign shares the secrets to burger success.  Far from generic tips, the guides offer channel-specific strategies designed to help operators maintain the structural integrity and incredible flavour profiles of the burgers they serve up.  The brand’s partnership with The Fat Foodie brings this to life, demonstrating exactly how Americana buns really deliver – whether that’s taking on the challenge of delivery on the back of a moped or holding their own on the pass.

Winsor adds: “We are seeing operators struggle with the complexity of delivering consistent quality, across multiple channels. Our research shows that 30% of delivery experiences are falling short of consumer expectations. That isn’t just a quality issue, it’s a business issue, and the Built to Deliver guides give operators the knowledge and practical tools to close that gap and boost their revenue opportunity.”

Americana buns are built to deliver thanks to the way Americana buns are made using the brand’s signature sponge and dough technology, quality ingredients, baked in specially indented pans for consistent shape and size, and frozen within two hours of baking to lock in freshness. This means operators can serve the soft texture, fresh-baked aroma, and supportive structure that consumers crave.

Download Americana’s ‘Built to Deliver’ guides here.