The hamburger category may be dominated by the big three — McDonald’s, Burger King and Wendy’s — but smaller chains such as Five Guys, and even smaller chains like Smashburger and The Counter, have bright-looking futures.
Most of the biggest burger chains have spent their recent efforts advertising items that broaden the menu and customer base. That lack of focus on burgers, as well as the boom in fast-casual restaurants, has left an opening for small and medium-size fast-casual chains with burger-focused menus to swoop in and take advantage.
“Because they don’t serve breakfast and focus on burgers, they have a greater tendency to bring in the customer who is looking for a burger,” said Darren Tristano, exec VP at Technomic.
