Japan's Mos Burger chain is now serving a 'Nure Burger' with a crazy burger bun that's drenched in sauce before serving. This takes inspiration from a popular street food from Turkey, the islak burger, which is better identified simply as a "wet burger."
A Napolitan sauce is used to coat the entire outside of the Nure Burger, formed from a blend of thick tomato sauce, ketchup, Worcestershire sauce, plus grated onion and garlic.
Part of the reason people gravitate towards hamburgers is that the buns neatly contain all the contents of the burger and keep their hands free from messes. However, the rise of crazy burger buns made from spaghetti noodles, tomatoes and sticky donut halves shows that many consumers want food that is novel inside and out, even if it means it will be inconvenient or extremely messy to eat.
Sauce-Covered Burgers
Mos Burger's Newest Menu Item is a Crazy Burger Drenched in Sauce
Trend Themes
1. Crazy Burger Buns - The rise of crazy burger buns made from unconventional ingredients presents an opportunity for novelty and innovation in the burger industry.
2. Sauce-covered Foods - The introduction of sauce-covered burgers like Mos Burger's Nure Burger opens up possibilities for new menu items and flavor variations in the fast food industry.
3. Novelty Food Experiences - Consumers' desire for novel and unconventional food experiences provides an opportunity for restaurants and food chains to create unique culinary offerings, like Mos Burger's sauce-drenched burger.
Industry Implications
1. Burger Industry - The burger industry can tap into the trend of crazy burger buns and sauce-covered foods to attract adventurous eaters and differentiate themselves in a competitive market.
2. Fast Food Industry - Fast food chains can capitalize on the demand for novel food experiences by introducing innovative menu items like Mos Burger's Nure Burger, which features a sauce-covered bun.
3. Restaurant Industry - Restaurants can incorporate unconventional and visually appealing food presentations, such as sauce-covered burgers, to enhance customer experiences and drive customer satisfaction.