A Growing Market with an Appetite for Burgers
According to Euromonitor International, over 1.5 billion burgers were sold in Mexico in 2023, equating to 11.5 per person annually. This figure reflects a consistent increase in burger consumption, evolving from a simple craving to one of the most common and accessible meals. This growth isn’t coincidental: the fast-paced lifestyle, the proliferation of quick-service restaurants, and innovation in menus have fueled an industry that, among specialty burger chains alone, generated 24,439 million pesos in 2023.
If independent businesses offering burgers are included, the total market value reaches 35,308 million pesos. This growth is indicative of the burger’s integration into Mexican culture and its economic significance.
What Types of Burgers do Mexicans Prefer?
Beef remains the favorite among Mexicans, present in around 7 out of 10 burgers consumed, according to Kantar. Chicken, pork, and vegetarian options are gaining ground, especially among younger consumers concerned about health. Among brands, McDonald’s, Burger King, and Carl’s Jr. collectively hold more than 90% of the quick-service restaurant market share for burgers. The Quarter Pounder, Whopper, and Famous Star are among the best-sellers. However, there’s a growing preference for gourmet and artisanal burgers, often featuring local ingredients like goat meat, pineapple, or chile guajillo, resulting in unique offerings.
The States Most “Burger-Loving”
Data collected from digital platforms reveal that the cities consuming the most burgers in Mexico are: Ciudad de Mexico, Monterrey, Guadalajara, Ciudad Juarez, Mexicali, Tijuana, Culiacan, and Toluca. This reflects a strong presence in both urban areas and the northern part of the country, where fast food culture is deeply rooted. Nuevo León stands out as one of the states with high consumption of ultra-processed foods, including burgers.
The Role of Delivery in the Burger Boom
Burger consumption through delivery platforms like DiDi Food, Uber Eats, and Rappi has become a primary access route to this dish. Nationally, burgers rank among the top three foods ordered, just below tacos and traditional Mexican cuisine. DiDi Food alone records over 440,000 burgers ordered monthly, equivalent to more than 5 million annual units. In Uber Eats and Rappi, burgers also frequently appear in the top requested foods list. This behavior has driven thousands of restaurants, from chains like Burger King and Carl’s Jr. to artisanal proposals, to focus on improving their burger offerings for delivery, fostering competition that elevates the quality, variety, and availability of the product across the country.
A Thriving Industry
The number of outlets has also grown. In 2020, there were around 53,139 quick-service food establishments in Mexico; by 2024, the figure approached 68,000, reflecting a rapid expansion of businesses offering burgers, whether global chains or local ventures. The growth is also evident in sales: the quick-service food market’s value reached an estimated 110,000 million dollars in 2023, with a projected annual growth rate of 4.8% until 2032.
Key Questions and Answers
- What types of burgers are popular in Mexico? Beef remains the favorite, but chicken, pork, and vegetarian options are gaining popularity.
- Which states consume the most burgers in Mexico? Ciudad de Mexico, Monterrey, Guadalajara, Ciudad Juarez, Mexicali, Tijuana, Culiacan, and Toluca are the top consumers.
- How has delivery impacted burger consumption in Mexico? Delivery platforms have significantly increased burger accessibility and demand, driving competition and quality improvements.
- What is the current size of the burger market in Mexico? The burger market in Mexico is valued at 35,308 million pesos, with annual sales of over 1.5 billion burgers.
The burger’s success in Mexico is attributed to its versatility, adaptability to local tastes, and the industry’s capacity for innovation and competition in both price and flavor. Whether from a corner stand or an international chain restaurant, with double meat or vegetarian options, the burger has found its place on the Mexican table. Each May 28th, more than a celebration, it confirms itself as a phenomenon reflecting how Mexicans eat, live, and indulge.
