Five Guys is America’s favorite burger chain, according to Harris Poll’s 30th annual EquiTrend study.
For the second year in a row, the fast casual burger chain won Harris’s “Burger brand of the year.” In 2017, Five Guys broke In-N-Out’s two-year winning streak as America’s favorite burger spot.
Harris surveyed a total of 77,031 people to determine the “brand equity” of 17 different burger chains — Jack in the Box, Hardee’s, White Castle, Carl’s Jr., Checkers/Rally’s, DQ Grill & Chill, Burger King, McDonald’s, Wendy’s, SONIC America’s Drive-In, Five Guys, In-N-Out Burger, Culver’s, Steak ‘n Shake, Whataburger, Shake Shack, Smashburger.
“Brand equity” is based on three key variables: familiarity, quality and future consideration.
In the battle to win over customers, it all comes down to ubiquity, according to EquiTrend Director Amir Kanpurwala.
“In-N-Out has slipped from its high. The other players are claiming mind and market share. Five Guys has expanded at a much faster rate. In-N-Out has taken a slower approach to expansion, and its locations are geographically contiguous — mostly on the West Coast,” he said.
Read more at Yahoo Finance.