Your Guide to Selling More Burgers

This guide uses data from local Google searches to help you understand what your customers want and how you can sell more burgers. We looked at what people in Rhode Island, Massachusetts, and Connecticut are searching for when they're hungry. The main takeaway is that customers are looking for both convenience and quality. This guide will give you simple, actionable steps to boost your burger sales, especially for big events like National Cheeseburger Day.

1. Win Your Neighborhood, Then Win the Town

Your customers fall into two main groups: those looking for a quick, easy meal close by, and those willing to travel for an amazing, memorable burger. Your goal is to attract your neighbors first and then build a reputation for quality that brings people in from farther away.

• Be Easy to Find: The most popular search is "burgers near me," with over 60,500 searches every month. To capture these customers, you must have a complete and up-to-date Google Business Profile. This means correct hours, your full menu, and great photos. If your online information is wrong, you are invisible to thousands of hungry people.
• Focus on Quality, Not Price: People are searching for the "best burgers near me" (8,100 searches/month) far more than "cheap burgers near me" (only 170 searches/month). Your customers care more about a great-tasting burger than a cheap one. Use words like "gourmet," "premium beef," and "house-made" in your menus and marketing to show you offer a high-quality meal.
• Create a "Destination" Burger: Create one amazing, unique signature burger that people will talk about and travel for. This is how you grow beyond just your immediate neighborhood.

2. Plan for National Cheeseburger Day (Thursday, Sept. 18, 2025)

This is a huge opportunity. Searches for "national cheeseburger day" explode to 9,900 in September. Big chains will offer deep discounts like 50-cent burgers. Do not compete on price. 
Instead, use the buzz from the holiday to stand out:

• Offer a Special Burger: Create a unique, premium cheeseburger that's only available for that week.
  • Create a Combo Deal: Pair your special burger with a craft beer or a signature milkshake for a set price. This feels like a special experience, not a cheap discount.
  • Partner with a Charity or Local Group: Donate a portion of your cheeseburger sales. This creates a positive story and connects you with the community.
  • Make Discounts Work for You: If you do decide to offer a discount, make sure you get something in return. Require customers to join your email list or follow you on social media to get the deal. This helps you build a customer list for future marketing.

3. Update Your Menu with What's Trending

Customer tastes are always changing. Looking at specific search terms shows us exactly what new things people are curious about.

• Offer More Than Beef: There is a big demand for other types of burgers. "Veggie burger," "black bean burger," "salmon burger," and "chicken burger" each get 1,000 or more searches every month. Adding at least one great veggie and one chicken option can bring in whole new groups of customers.
• Get Creative with Toppings and Buns: People are searching for specific, exciting burger styles like "pizzaburger" (390 searches/month), "mushroom swiss burger" (170 searches/month), and "egg burger" (170 searches/month). Use these ideas to create a special burger that can sell for a higher price. Customers also notice the details—"brioche buns" gets 2,400 searches a month, so upgrading your bun is a simple way to improve quality. You can even offer something truly unique like a "donut burger," which uses a donut for the bun and has its own fans.
• Welcome All Diets: Searches for "vegetarian burger" (590 searches/month) and "plant based burger" (320 searches/month) show a strong demand for meat-free options. Additionally, "lettuce wrap burger" (210 searches/month) indicates interest in gluten-free or low-carb choices. Offering these options makes your restaurant a place where everyone in a group can eat, which means you win more business.

4. Simple Marketing Tips to Show Up in Searches

Search Engine Optimization (SEO) helps customers find you on Google. You don't need to be an expert to make a big difference. Here are a few simple tips:

• Use Keywords on Your Website: Make sure your online menu and website descriptions use the same words customers are searching for. For example, instead of just "Our Veggie Option," call it a "Delicious Black Bean Veggie Burger." Include phrases like "best burgers in" on your homepage.
• Name Your Photos: Before you upload a picture of your amazing burger to your website or Google Business Profile, change the file name. Instead of "IMG_1234.jpg," name it something like "best-bacon-cheeseburger-providence-ri.jpg." This helps Google understand what the picture is and show it to the right people.
• Write a Blog Post: On your website, write a short story about your restaurant's most popular burger. Talk about the quality ingredients and what makes it special. This gives you a great place to naturally include the keywords people are searching for.
• Encourage Descriptive Reviews: When you ask happy customers for a review, gently encourage them to be specific. A review that says, "I loved the mushroom swiss burger, it's the best I've had in Connecticut!" is much more powerful for your search ranking than a review that just says, "Great food."

Take the Next Step

Ready to build a better burger? Contact your Thomsen Foodservice representative today to ask about our end-of-summer sale on premium frozen burger patties and start perfecting your menu.