Americana’s ‘Built to Deliver’ Campaign Tackles Burger Bun Failures Head-On

With the UK’s out-of-home market set to hit £105.3bn and food delivery soaring past £14bn, Americana – the gourmet burger bun brand from Lantmännen Unibake – has launched its ‘Built to Deliver’ campaign to help operators serve burgers that truly satisfy.

Why? Because soggy, collapsing buns are ruining the burger experience. Nearly 1 in 4 delivery customers say poor bun quality is a major letdown. And with 81% of Brits eating burgers out-of-home monthly, that’s a missed opportunity.

Americana’s research reveals the bun is 69% of the burger – yet often overlooked. Consumers want soft, strong buns that hold up, and 73% are willing to pay more for them.

Jamie Munro, Brand Manager at Americana, says: “Operators are losing revenue due to inconsistent burger quality. The bun is the foundation – not a filler.”

To help, Americana has launched three bespoke guides for pubs & bars, QSRs, and restaurants – packed with tips, trends, and strategies to boost burger performance across dine-in and delivery.

• Pubs & Bars: 73% of diners would pay £1.25 more for a gourmet bun.
• QSRs: Speed and consistency matter – with a £0.54 uplift per burger.
• Restaurants: 73% would pay £1.30 more for premium buns.

Partnering with The Fat Foodie, Americana has also created a video that brings the campaign to life—because a good bun is your silent hero; a bad bun can ruin the whole burger experience and lead to bad reviews. But don’t just take our word for it. The video shows exactly why your bun choice matters, whether it’s holding strong on the pass or surviving the journey on the back of a moped.

Download the guides now  and discover how Americana buns are built to deliver.