Jessica Gueghlein never used to give it a second thought when she wanted a good hamburger she headed to In-N-Out, that drive-through icon of Southern California car culture.
But her affections have strayed. Lately she’s been hitting an East Coast upstart aggressively expanding in California Five Guys Burgers and Fries.
“We chose this over In-N-Out,” said Gueghlein, chowing down with family members at the Five Guys in Valencia, Calif., that opened in January. She liked the fresh, flavorful burgers and hand-cut fries at Five Guys as well as the novelty of trying something new. “It’s the fourth time we’ve been here since they opened.”
Five Guys executives insist they’re not out to complete with In-N-Out, which started in Baldwin Park, Calif., in 1948.