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Mark O'Neill is a staff writer for Small Business Trends, covering software and social media. He is a freelance journalist who has been writing for over 25 years, and has successfully made the leap from newspapers and radio onto the Internet. From 2007-2013, he was the Managing Editor of MakeUseOf.com.
If the goal is to have people clicking around on your site then it really comes down to testing. The article links to a split test that concluded “the MENU button was clicked by 20% more unique visitors than the HAMBURGER button.” Of course, your results may vary, but I’d say either play it safe (use the word MENU) or test. A few years from now the hamburger button might be ubiquitous, but I don’t think we’re there yet.
I am getting hungry for a hamburger now! 😉
My podcast site, EGO NetCast, is built with Squarespace, and it shows the hamburger menu icon on the mobile version. It is located (center) under the banner and has a thin square around it.