According to Harris Poll’s annual brand report, the East Coast burger sensation Five Guys Burgers & Fries, best known for its fresh-cut fries, ousted the West Coast burger staple In-N-Out as the number one burger restaurant for 2017. The study is based on input from more than 100,000 consumers, and this year Five Guys beat out two time winner In-N-Out as the Burger Restaurant Brand of the Year. Five Guys is a Virginia-based burger chain that is often called the In-N-Out of the East Coast. Five Guys entered the California market in 2010 with its first restaurant opening up in Orange County, which launched a Southern California rivalry with In-N-Out.
The Harris study is in its 29th year and it ranks brands based on familiarity, quality and purchase consideration. Five Guys ranked the highest in quality and purchase consideration, and it ranked high in familiarity. McDonald’s holds the distinction of having the highest familiarity score across all brands. Behind Five Guys, the rest of the Top 10 burger brands were In-N-Out, Shake Shack, Wendy’s, Culver’s, Whataburger, McDonald’s, SONIC America’s Drive-In, Smashburger, and Steak ‘n Shake. Many California residents will surely be shocked about the results of the study and will take issue with In-N-Out taking second place to a burger restaurant based in the East Coast.