Peep Insights: A New Breed of Burger Chains in America
Those processed, frozen beef burgers that America has been putting up with since fast food chains perfected standardization just aren’t cutting it anymore. For years (since 1948, actually) the West Coast has enjoyed In-N-Out Burger’s fresh, never frozen burgers and hand cut fries with a cult-like devotion. While the West Coast has been savoring and bragging about a regional favorite, the East Coast has had to suffer -until now.
While flipping through a Zagat guide for the DC area, you would be surprised to find that the highest rated burger place is a regional chain called Five Guys Burgers and Fries. To see what the hype was all about, a fellow Peeper visited a Five Guys and ordered a little bacon cheeseburger (with fried onions, lettuce and tomato), regular fries and a soda. The “little” burger is a bit of a misnomer, as it consists of one regular sized patty (more than enough) while a “regular” is two patties. The freshness of the food is apparent when one bites into the burger, which is never frozen and hand formed. The fries, which come seasoned or unseasoned, are heaping, overflowing out of the cup and onto the bottom of the bag. Bags of Idaho potatoes, visible to customers and a board stating where the potatoes are from each day are displayed to reinforce the freshness of the ingredients. These are all signature elements of Five Guys that make the brand unique and attract a devoted following, not unlike In-N-Out Burger.