Data for: It’s complicated: Maillard, umami and flavor complexity are not key factors in liking of plant-based burgers in a real consumption context

Raw data from two field studies with 612 paying customers at a restaurant in Örebro, Sweden. In the first study, a control gray pea burger was compared to an umami burger (with added monosodium glutamate), a Maillard burger (grilled) and a complexity burger (MSG and grilled). In the second study, a simplified control gray pea burger was compared to an enhanced complexity burger (MSG, aromatics, and grilled). Participants were asked for their gender, age group, if they were student, how frequently they ate lunch at the restaurant, what would make them eat more often at the restaurant, what did they think of the potatoes wedges, what did they think of the burger, would they buy that meal if it was offered in the menu, and how would they describe the burger, Answers were collected using EyeQuestion in May of 2025.