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|December 17, 2017|
Who won the battle of the burgers?
Five Guys has triumphed over West Coast's In-N-Out in a battle of the burgers.
The chain received the top spot in the burger category in The Harris Poll's annual EquiTrend Study. This is the first time Five Guys has been crowned the burger champion in the study, which asks respondents to rate brands based on familiarity, quality, and how likely they are to consider purchasing its items.
"The burger brand category has become less fragmented, as regional brands expand and become available in more parts of the country," Joan Sinopoli, vice president of brand solutions at The Harris Poll, said in a statement. "This is certainly the case with Five Guys, who has shed its 'small regional player' designation as it expands its footprint and marketing budget along with its fandom, which is a tremendous contributor to brand equity."
Five Guys ousted In-N-Out, which had the top spot for the last two years. The West Coast chain snagged the No. 2 spot.
While McDonald's earned top marks for familiarity, the fast-food giant ranked seventh, behind brands like Shake Shack, Wendy's, and Culver's.
The first Five Guys opened its doors in 1986, in Arlington, Virginia. The chain is known for its burgers, grilled in front of customers and topped with limitless toppings, and fries, cooked in peanut oil. (Source: San Francisco Chronicle)
Story Date: May 24, 2017