Brandwave

Burger King vs Smashburger:Which is more popular?

In September 2026, Burger King had more branded searches than Smashburger among burger chains in the United States. Burger King had about 11.1 million branded searches, while Smashburger had 550,000. Burger King made up 16.7% of all burger chain searches we track, and Smashburger accounted for 0.83%. When we asked ChatGPT and Google AI Overviews about burger chains, Burger King appeared in two of the four answers and Smashburger in one. Burger King was mentioned before Smashburger in two out of three answers that named either.

Among burger chains in the United States in September 2026

Who do people search for more?

Burger King, about 20 searches for every 1 for Smashburger

Burger King 11.1M searchesSmashburger 550K searches

Who does AI mention more?

Burger King, mentioned in 2 of 4 answers, Smashburger in 1

Burger King in 2 of 4Smashburger in 1 of 4

Who does AI recommend more?

Burger King, named ahead of Smashburger in 2 of 3 answers

Burger King first in 2Smashburger first in 1

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Top burger chains in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Burger King was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Smashburger was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Burger King was listed before Smashburger in two out of three answers that named either.

Most recommended by AI

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

  1. In-N-Out Burger1st
  2. Five Guys2nd
  3. Culver's3rd
  4. Shake Shack4th
  5. Whataburger5th
  6. Wendy's6th
  7. The Habit Burger Grill7th
  8. McDonald's8th
  9. Burger King9th
  10. Smashburger10th

Mentioned by AI

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

  • In-N-Out Burger4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Culver's3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Five Guys3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shake Shack3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • The Habit Burger Grill3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • McDonald's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Burger King2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wendy's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Whataburger2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Smashburger1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about burger chains

4 answers

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

Is Burger King or Smashburger more popular in search?

This chart shows how often people search Google for Burger King and Smashburger by name. Each line represents a brand's share of searches for all ten burger chains we track, month by month, from searches in United States.

Burger King and Smashburger among burger chains in the United States, by month

Share of searches by month for Burger King, Smashburger. The figures are in the table below the chart.

View monthly share of searches table
MonthMcDonald'sBurger KingWendy'sCulver'sFive GuysWhataburgerShake ShackIn-N-Out BurgerSmashburgerThe Habit Burger Grill
Oct 202551.7%12.7%12.7%7%4.7%5.7%2.5%1.7%0.94%0.34%
Nov 202547.2%14.2%14.2%6.3%5.2%6.3%2.8%2.3%1%0.38%
Dec 202550%14.9%12.3%6.7%4.5%5.5%2.5%2.5%0.9%0.33%
Jan 202649.7%12.2%12.2%6.7%5.5%6.7%3%2.5%1.1%0.4%
Feb 202650.6%12.4%12.4%6.8%5.6%5.6%3%2%1.1%0.41%
Mar 202644.5%16.3%13.4%7.3%6%6%2.7%2.2%1.2%0.44%
Apr 202646.9%14.1%14.1%7.7%5.2%6.3%2.3%1.9%1%0.38%
May 202645.9%13.8%13.8%9.2%5.1%6.2%2.8%1.8%1%0.45%
Jun 202647%14.1%14.1%7.7%5.2%6.3%2.3%1.9%0.85%0.47%
Jul 202651.2%12.6%12.6%8.4%4.6%5.6%2.1%1.7%0.76%0.41%
Aug 202650.8%12.5%12.5%8.4%4.6%5.6%2.5%2%0.75%0.41%
Sep 202645.6%16.7%13.7%7.5%6.1%5%2.3%1.8%0.83%0.37%

How has the Burger King and Smashburger comparison changed over the last 12 months?

3 findings

How did search popularity change for United States burger chains in September 2026?

2 changes

  1. In September 2026, Burger King gained share of searches among burger chains in the United States, from 12.5% to 16.7%.

  2. Estimated monthly branded searches for Smashburger in the United States fell 18.3% over 12 measured months, from 673K to 550K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Burger King’s and Smashburger’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Burger King

1 branded search term

  • burger king

Smashburger

1 branded search term

  • smashburger

How the Brand Demand Index is measured

Other head-to-heads among burger chains

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