The Fourth is Number One.
Memorial Day and Labor get their own weekends, but we still manage to squeeze in more classic American eating on the 4th of July.
According to data from the top online ordering service Seamless, hamburgers are America’s most-ordered Independence Day restaurant dish. They hold down the number one spot on all three summer holidays, but spike dramatically on July 4th, nearly doubling the orders placed on Memorial Day and Labor Day. The Fourth also leads restaurant orders for corn on the cob, hot dogs, and apple pie.
When it comes to backyard barbecues, hot dogs still rule.
According to the National Sausage and Hot Dog Council Americans will eat 7 billion hot dogs over the summer from Memorial Day to Labor Day. The 4th of July is the single biggest hot dog day of the season with 150 million served. Add to it the 750 million pounds of barbecued chickens we’ll go through and there’s a 1 in 4 chance that you’ll be eating one of those two grilled foods.
Beer is in a class all its own.
The 4th of July is the biggest beer drinking day of the year accounting for 5% of the nation’s annual beer consumption. It’s a billion dollar sales day that the Beer Institute ranks ahead of Labor Day, St. Patrick’s Day, and even Super Bowl Sunday. Last year beer was the largest selling category of all food and beverage categories for the two weeks leading up to the July 4th holiday.
Some food and beverage marketers will drape themselves in stars and stripes to capture a piece of the holiday action.
That’s how we end up with Benjamin Franklin selling discount mattresses for a TV commercial and Oreos stuffed with limited edition blue filling.
The market researchers at Brand Keys looked at the business of marketing patriotism.
They surveyed thousands of consumers from every region of the country, gathering opinions on 197 brands in 35 categories. The brands that are broadly recognized as most patriotic are not necessarily the ones that engage in the flag-waving call-to-emotion. Some, like Budweiser beer, aren’t even American-owned. But they are all American icons. Their values represent a notion or aspect of America, and those values are deeply ingrained in the brand’s equity. We need to see that a brand’s engagement is genuine and credible if we’re going to engage emotionally with it ourselves.
Three iconic food brands were among the top 10 drawn from all categories: Hershey’s, Coca-Cola, and Wrigley’s. Other food and beverage brands that made the top 50 include McDonalds, Campbell’s, Kellogg’s, and Budweiser.