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The desired burger market

    Despite the great financial crisis of 2008 and the period of recession that hit Brazil in recent years, some market niches continued to develop. Good examples of this success despite the adversities are in the sector of "Food and Beverage". According to a study carried out by Sebrae (Brazilian Support Service for Micro and Small Businesses), it found that this gastronomic sector overcomes the fashion booms and stands out in the economy. The study states that the "Food and Drink" sector was at the top of the list among the most promising to invest in 2017, demonstrating good development.


    Thus, with an increasing popularity, the hamburgers present, according to InFood, a website specialized in gastronomic markets, the most prosperous niche in the last 3 years of the Brazilian gastronomic market. In the Rio-São Paulo axis, this type of entrepreneurship is highlighted and extremely requested, so much so that in 2017 there were around 102 brands with 232 stores, out of a total of 292 national stores. Only in the state of São Paulo, according to a survey by the Gastronomy Institute, there was a growth in the segment of more than 575% between 1994 and 2014.

    However, despite all this growth and thriving rates, studies indicate that the market is not saturated. One of the reasons for this is the fact that hamburgers are always renovating and seeking to modernize their burgers, spaces and sides. Another important point is the use of social media to promote the business. According to a study carried out with 12 different hamburgers participating in the POA Burger Fest 2017, the research site Segmento found that during 12 months of activity the pages reached around 500 thousand interactions.


    In addition to the need for differentiation and the use of social networks, hamburgers diversified and left the status of "elitist" and, consequently, became more competitive in the market. Daniel Costa, director of the consulting firm Business Franquias, reaffirms the aforementioned fact: "It is an expressive advance, which surpassed the average for the sector, in the same period. When they appeared in our country, the hamburgers had the status of "elitist", aimed at consumers with high purchasing power and large centers. Later, they diversified and currently offer products that serve all audiences."


    From a more business perspective, analyzing the data already presented, the famous American invention of bread, meat and cheese was reformulated and it is very  requested. Even with a tight budget for Brazilian families, they do not give up eating out of their homes, as stated by the president of Sebrae Guilherme Afif Domingos: "The population continues to grow and, even in times of crisis, it does not stop consuming these products and services. People are looking for cheaper alternatives, but consumption remains. It is important for entrepreneurs to follow this movement in the economy in order to be more successful."


    Finally, it is possible to see that even with the crisis that affected the country, the gastronomic market of hamburgers is a good bet for investment. Homemade and artisanal product at an affordable price is what I want  At the moment, in this way, the old sandwiches of fast food chains are reformulated with more selected ingredients. Expectations are that this sector will continue to grow in the year 2018, just for the entrepreneur to invest in different and attractive ideas.

By Vitória Godoy on 06/01/2018



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