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Customers decided: Five Guys most favorite burger chain

Staff Writer | May 17, 2017
Five Guys Burgers & Fries has replaced In-N-Out Burger as consumers' most favorite hamburger chain in Harris Poll's annual brand report.
Five Guys Burgers
Fast food   Harris has measured the strength of brands
The two brands are headquartered and dominate on opposite coasts - In-N-Out Burger is based in Irvine, Ca., and is mainly in the West, and Five Guys is headquartered in Lorton, Va., and its roots are on the East Coast.

One other difference: In-N-Out owns its restaurants and Five Guys has franchises.

In-N-Out had held the top spot for two years and dropped to second in the latest Harris Poll.

This year's study was based on input from 102,617 U.S. consumers age 15 and older between Dec. 30, 2016 and Feb. 21. This is the 29th year Harris has measured the strength of brands, including travel and finance.

The chains are ranked based on familiarity, quality and purchase consideration.

Five Guys was No. 1 in purchase consideration.

McDonald's ranked No. 1 for familiarity but was No. 7 overall.

Sandwiched between In-N-Out and McDonald's were No. 3 Shake Shack, No. 4 Wendy's, No. 5 Culver's, No. 6 Whataburger. After McDonald's it was No. 8 Sonic, 9. Smashburger and No. 10 Steak 'n Shake.

Failing to make the list: Burger King, Jack in The Box, Carl's Jr., Checkers/Rally's, DQ Grill & Chill, Hardee's, Jack in the Box and White Castle.