A survey naming the “burger brand of the year” in the United States is out and, for the second straight year, it names Five Guys as America’s favorite burger chain. And while Five Guys can be pretty good (especially when you’re looking for something to soak up all those beers you just had across the way at the Yardhouse), there is no way it is the best fast food burger in the country.
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.
Ahh yes, there it is. Familiarity.
Five Guys now has over 1,500 locations across the U.S., In-N-Out only has 330 and those are exclusively on the best coast and Texas, so most of the country has no idea how much better In-N-Out is – and for about half the price.
And while surveys like this are ridiculous, I am okay with them. But then I am okay with anything that makes the crazy long In-N-Out Burger drive thru line just a bit shorter.