Brandwave

Five Guys vs Smashburger:Which is more popular?

In September 2026, Five Guys had more branded searches than Smashburger among burger chains in the United States. Five Guys had about 4.1 million branded searches, while Smashburger had 550,000. Five Guys made up 6.1% of all burger chain searches we track, and Smashburger accounted for 0.83%. When we asked ChatGPT and Google AI Overviews about burger chains, Five Guys appeared in three of the four answers and Smashburger in one. Five Guys was mentioned before Smashburger in every answer that named either.

Among burger chains in the United States in September 2026

Who do people search for more?

Five Guys, about 7 searches for every 1 for Smashburger

Five Guys 4.1M searchesSmashburger 550K searches

Who does AI mention more?

Five Guys, mentioned in 3 of 4 answers, Smashburger in 1

Five Guys in 3 of 4Smashburger in 1 of 4

Who does AI recommend more?

Five Guys, named ahead of Smashburger in 3 of 3 answers

Five Guys first in 3Smashburger never first

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Top burger chains in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Five Guys was mentioned in three out of four: in all 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. Five Guys was listed before Smashburger in every answer 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 Five Guys or Smashburger more popular in search?

This chart shows how often people search Google for Five Guys 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.

Five Guys and Smashburger among burger chains in the United States, by month

Share of searches by month for Five Guys, 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 Five Guys 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, Five Guys overtook Whataburger to rank 5th among burger chains in the United States, with 6.1% of the searches.

  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 Five Guys’ 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.

Five Guys

1 branded search term

  • five guys

Smashburger

1 branded search term

  • smashburger

How the Brand Demand Index is measured

Other head-to-heads among burger chains

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