New Times,
New Thinking.

  1. Business
26 September 2012

“Premium“ with everything

Why are all burgers suddenly "premium"?

By New Statesman

The word “premium” has started popping up on menus: popping up twice as frequently as it did five years ago, according to a chart created by Mintel:

Burgerbusiness.com put the trend down to the economic downturn:

In an economy where consumers are looking for top value without necessarily paying more for it, “premium” connotes high quality or high price without committing to being either.

It’s a cheap ploy, but the new rather bland term manages to make former menu favourites like “deluxe” look tacky by comparison.

Content from our partners
The future of exams
Skills are the key to economic growth
Skills Transition is investing in UK skills and jobs

Subscribe to The New Statesman today for only £1 per week