Carl's Jr. restaurant chain introduced its Angus burger this week and Burger King plans to offer an Angus burger this spring. The Hardee's, Krystal and Back Yards Burgers restaurant chains also went this direction earlier.
Such burgers cost more, but sales for the more expensive burgers have been growing at more than twice the rate of burger sales in general. Purists will point out that it's more about perception than reality, but according to an article in USA Today this week, a consumer poll shows consumers prefer the term "Black Angus" beef to ground beef by a margin of 11-to-1.
The point isn't that the trend right now is for Angus ground beef but that sales are more than justifying the move to developing brand equity, even in the hamburger business.