Brandwave

How popular isFive Guys?

In September 2026, people searched for Five Guys by name about 201,000 times in the United Kingdom, a 33.2% decrease from the previous year. These searches made up 5.6% of all United Kingdom restaurant chain searches, placing Five Guys seventh out of 12 chains. When we asked both ChatGPT and Google AI Overviews about restaurant chains, Five Guys appeared in two of the four answers and was the fourth most recommended of the 12.

Search and AI answers in September 2026

Five Guys is the seventh most searched of 12 competitors and the fourth most recommended in AI answers.

  1. PizzaExpressShare of searches 22.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  2. WetherspoonsShare of searches 18.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. Nando'sShare of searches 15.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. Toby CarveryShare of searches 10.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th
  5. Five GuysShare of searches 5.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

+7 more

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Top restaurant chains in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Five Guys was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Five Guys is the fourth most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. wagamama1st
  2. Nando's2nd
  3. PizzaExpress3rd
  4. Five Guys4th
  5. Frankie & Benny's5th
  6. Bella Italia6th
  7. Toby Carvery7th
  8. Harvester8th
  9. Miller & Carter9th
  10. Wetherspoons–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • PizzaExpress3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nando's3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • wagamama3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Toby Carvery2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Five Guys2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Frankie & Benny's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bella Italia2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Miller & Carter1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Harvester1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wetherspoons0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+2 more

See every answer about restaurant chains

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which restaurant chains compete with Five Guys?

Five Guys against restaurant chains in the United Kingdom, by month

Share of searches by month for PizzaExpress, Wetherspoons, Nando's, Toby Carvery, wagamama, Miller & Carter, Five Guys, Frankie & Benny's, Prezzo, Bella Italia, Zizzi. The figures are in the table below the chart.

View monthly share of searches table
MonthPizzaExpressWetherspoonsNando'sToby CarverywagamamaMiller & CarterFive GuysFrankie & Benny'sPrezzoBella ItaliaZizziHarvester
Oct 202515%18.4%18.4%12.3%10%6.7%6.7%3.7%2%3.7%2%1.2%
Nov 202519.2%19.2%15.7%10.5%8.6%8.6%7%3.2%2.1%2.6%2.1%1.2%
Dec 202518.1%18.1%18.1%8.1%8.1%9.9%8.1%3%2.4%2.4%2.4%1.1%
Jan 202617.7%17.7%17.7%9.7%7.9%9.7%6.5%3.6%2.9%2.9%2.4%1.4%
Feb 202619.2%19.2%15.7%8.6%8.6%8.6%7%3.8%3.1%2.6%2.6%1.2%
Mar 202620.1%20.1%16.4%9%7.4%7.4%7.4%3.3%3.3%2.2%2.2%1.3%
Apr 202622.3%18.2%18.2%8.1%8.1%6.7%5.4%3%3.7%2.4%2.4%1.4%
May 202622.5%18.4%18.4%8.2%6.7%6.7%6.7%3%3%2.5%2.5%1.4%
Jun 202624.1%19.7%16.1%7.2%7.2%7.2%5.9%4%2.6%2.6%2.2%1.2%
Jul 202622.4%18.3%18.3%8.2%6.7%6.7%6.7%3.7%3%2.5%2.5%1.2%
Aug 202623.3%19.2%15.7%10.5%7%5.7%5.7%3.8%2.6%2.6%2.6%1.2%
Sep 202622.8%18.6%15.2%10.2%8.3%6.8%5.6%3.7%3%2.5%2%1.2%

  1. 1.PizzaExpress

    22.8%

    Held 1st. 823K estimated branded searches, -17.7% vs prior month. Share -0.6 points.

  2. 2.Wetherspoons

    18.6%

    Held 2nd. 673K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  3. 3.Nando's

    15.2%

    Held 3rd. 550K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  4. 4.Toby Carvery

    10.2%

    Held 4th. 368K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  5. 5.wagamama

    8.3%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share +1.3 points.

  6. 6.Miller & Carter

    6.8%

    Moved from 7th to 6th. 246K estimated branded searches, 0% vs prior month. Share +1.1 points.

  7. 7.Five Guys

    5.6%

    Moved from 6th to 7th. 201K estimated branded searches, -18.3% vs prior month. Share -0.2 points.

  8. 8.Frankie & Benny's

    3.7%

    Held 8th. 135K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  9. 9.Prezzo

    3%

    Moved from 10th to 9th. 110K estimated branded searches, 0% vs prior month. Share +0.5 points.

  10. 10.Bella Italia

    2.5%

    Moved from 9th to 10th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.1 points.

  11. 11.Zizzi

    2%

    Held 11th. 74K estimated branded searches, -32.7% vs prior month. Share -0.5 points.

  12. 12.Harvester

    1.2%

    Held 12th. 42.4K estimated branded searches, -18.3% vs prior month. Share 0 points.

Compare popularity between Five Guys and its closest rivals

Every comparison with Five Guys

17 comparisons

How has branded search demand for Five Guys changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Five Guys in the United Kingdom fell from 301K to 201K.
  • Across the 12 months ending September 2026, Five Guys’ share of searches among restaurant chains in the United Kingdom decreased from 6.7% to 5.6%.
  • Across the 12 months ending September 2026, Five Guys’ share of searches among restaurant chains in the United Kingdom peaked at 8.1% in December 2025 and was lowest at 5.4% in April 2026.
  • Across the 12 months ending September 2026, Five Guys fell from 6th to 7th among restaurant chains in the United Kingdom.

How did search popularity change for United Kingdom restaurant chains in September 2026?

6 changes

  1. In September 2026, Miller & Carter overtook Five Guys to rank 6th among restaurant chains in the United Kingdom, with 6.8% of the searches.

  2. In September 2026, wagamama gained share of searches among restaurant chains in the United Kingdom, from 7% to 8.3%.

  3. In September 2026, Wetherspoons lost share of searches among restaurant chains in the United Kingdom, from 19.2% to 18.6%.

  4. In September 2026, PizzaExpress lost share of searches among restaurant chains in the United Kingdom, from 23.3% to 22.8%.

  5. In September 2026, Zizzi lost share of searches among restaurant chains in the United Kingdom, from 2.6% to 2%.

  6. In September 2026, Prezzo rose from 10th to 9th among restaurant chains in the United Kingdom.

How are Five Guys’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Five Guys’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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How the Brand Demand Index is measured

Where does Five Guys compete?

Five Guys is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Burger chains3rd of 71.9%Show ranking
Restaurant chains7th of 125.6%Shown above
Creator with pink hair and a pink jacket

Is Five Guys your brand?

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