Burgers, Budgets and the New Consumer: What DoorDash Data Reveals About Florida
When we asked Paul Rutledge, a longtime commercial real estate professional with Certified Commercial Realty (CCRE), what DoorDash’s latest consumer data could tell us about retail real estate, he was not surprised by what he saw.
“As a commercial real estate broker, I am not surprised to see that DoorDash has its finger on the pulse of what we are all wondering: Which retailers are going to perform well, which properties will remain valuable and whether we are beginning to see an economic downturn,” Rutledge said.
A cheeseburger may be one of the most American meals, but in today’s economy, it is also becoming a useful indicator of consumer behavior.
According to recent DoorDash data, the cost of a typical burger meal—a cheeseburger, fries and a drink—has increased modestly nationwide, rising 3.8% over the past year to an average of $18.58.
At first glance, that increase seems manageable. Look more closely, however, and Florida tells a much more interesting story.
Suggested caption: Burger Monger is preparing to open a location at the Palmetto Marriott Resort & Spa, bringing a locally owned concept into Florida’s increasingly competitive burger market.
Florida Emerges as a Surprising Value Market
In a notable twist, Orlando ranks among the most affordable major American cities for a burger meal, with an average cost of approximately $14.53.
That places Florida in an unusual position. The state has become known for rising housing costs, insurance premiums and other household expenses, yet it continues to deliver relative affordability in certain everyday food categories.
This contradiction matters because it highlights an important shift in consumer behavior: People may be cutting back on major expenses, but they are still willing to spend money on smaller, familiar indulgences.
“This may not be a big surprise because Orlando’s tourism market is truly one of a kind, with some estimates placing weekly passenger traffic through Orlando International Airport at more than one million people,” Rutledge said. “I have lived in Florida for more than 60 years and spent part of that time in Orlando, so I have seen firsthand how strongly tourism can influence the local restaurant and retail economy.”
“People may be cutting back on major expenses, but they are still willing to spend money on smaller, familiar indulgences.”
The Rise of the “Affordable Indulgence”
DoorDash’s findings reinforce a broader trend: Americans are still willing to spend, but they are becoming much more selective about where their money goes.
Burgers sit at the center of that behavior because they are familiar, accessible, emotionally satisfying and available at a wide range of price points. Even as grocery costs fluctuate and restaurant inflation begins to cool, the burger remains a relatively safe purchase—a small luxury that many consumers can still justify.
DoorDash’s broader delivery trends also suggest that cravings, not convenience alone, are driving orders, with burgers and other comfort foods continuing to generate demand.
“I think this is exactly what many of us would expect,” Rutledge said. “America’s love of the hamburger is well established, and the variety of options available today is massive.”
Rutledge pointed to the continued expansion of national chains such as Whataburger, as well as opportunities for strong regional concepts.
“A good example is Whataburger moving into a state that already has a tremendous number of burger restaurants,” he said. “I am also working with Burger Monger, a Tampa-area concept preparing to open at the Palmetto Marriott Resort & Spa. It has a unique menu and a local, family-driven approach that helps it stand out in a sea of burger options.”
“America’s love of the hamburger is well established, and the variety of options available today is massive.”
What This Means for Florida Restaurants and Retailers
For restaurant operators across Florida, this is more than food data. It offers a practical roadmap for understanding the current customer.
Value still wins, but the perception of value matters more than ever. Consumers are highly price-aware, although they are not necessarily unwilling to spend. A burger meal priced between $14 and $16 may still feel reasonable. Once the price rises above $20, however, it begins to feel like a more deliberate financial decision.
Customer traffic may be holding steady, but restaurant margins remain tight. While menu-price increases have begun to stabilize, the costs of labor, insurance, rent, utilities and ingredients continue to rise. Many operators are absorbing more of those increases rather than passing the full cost along to customers.
Location also remains one of the most important drivers of performance. Markets such as Orlando benefit from high tourism volume, strong delivery demand and dense population clusters. Those conditions can support substantial sales volume even when profit margins are compressed.
“The key to retail success is understanding the local drivers that bring people to a property or its surrounding area,” Rutledge said. “We are working with a site near a major hotel, a convention center, county government offices, the county school board, the sheriff’s office and a major hospital. Approximately 77,000 vehicles pass through that area, and there is limited direct competition. Those are powerful advantages for a burger restaurant.”
A Rendering of the St. Petersburg, FL location – Burger Monger – 1325 4th St N, St. Petersburg, FL 33701
A Signal for Commercial Real Estate
This is where the story moves beyond burgers.
The same economic forces shaping menu prices are directly affecting retail real estate. Tenants are becoming more sensitive to occupancy costs, while thinner operating margins are making rent and common-area maintenance expenses more important than ever.
Concepts that successfully deliver an affordable indulgence appear well positioned for this environment. In practical terms, that means fast-casual and quick-service restaurants may remain resilient, while higher-end dining concepts face greater scrutiny from increasingly selective customers.
It also means that tenant-mix decisions must be based on more than traditional demographics. Property owners, developers and brokers need to understand consumer psychology, including how local customers define quality, convenience and value.
“Tenant-mix decisions must be based on more than traditional demographics; they must also reflect how local consumers define quality, convenience and value.”
Stability on the Surface, Pressure Underneath
The most important takeaway from the DoorDash data is not simply that burger prices are rising. It is that they are not rising faster.
An annual increase of 3.8%—well below the inflationary peaks experienced in recent years—suggests that consumers are reaching their resistance points. Restaurant operators may also be approaching the upper limits of what they can charge without weakening demand.
Together, those forces point toward a period of margin compression. Consumers continue to spend, but businesses have less room to raise prices while their operating expenses remain elevated.
The Bottom Line
Florida’s burger economy tells a much bigger story about the American consumer. People have not stopped spending; they have simply become smarter and more selective about it.
In this environment, the restaurants, retailers and commercial property owners most likely to succeed will be those who understand that value is no longer synonymous with being cheap. Value is the balance between price, quality, convenience and the overall customer experience.
“I think this has always been true of the American customer,” Rutledge concluded. “We want quality, convenience and a price that does not make us feel like we are being taken advantage of. That principle has been at the heart of retail throughout my career, and I still see it as the road to long-term success.”
