For the second straight year, Five Guys Burgers and Fries and In-N-Out Burger were named the No. 1 and No. 2 favorite quick-service burger chains in Market Force Information’s survey of American consumers.
Market Force polled 7,600 people in August, asking them to identify their favorite restaurant chains in six categories from among dozens of choices. In the company’s first released report, focusing on the hamburger category, Five Guys and In-N-Out were the top two finishers by percentage of respondents saying the chains were their favorite, indexed by system size — the same finish as last year’s survey for all quick-service chains.
Five Guys took the top spot based on the strength of its performance across several restaurant experience attributes. The chain of slightly more than 1,000 restaurants had the highest percentage of respondents rating it as “excellent” in the categories of taste, service, cleanliness and atmosphere. In-N-Out had the highest rating for the overall-value attribute, in which Five Guys finished third.
“It points to the fact that we have so much choice as consumers,” said Janet Eden-Harris, chief marketing officer for Boulder, Colo.-based Market Force. “If you give me a great experience, I’m going to do three things that drive business: I’m going to come back, I’ll spend more when I’m there, and I’ll refer that place to my friends. That’s driving businesses like Five Guys and In-N-Out, and they’re showing that a great product and great experience can trump the lowest price points.”