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Arlington, Virginia-based fast food chain Five Guys is America's favorite burger restaurant brand, according to the Harris Poll EquiTrend Brand Index on Tuesday. Three different factors contribute to the index score - familiarity, quality and purchase consideration. Five Guys beat competing chains In-N-Out Burger, followed by Shake Shack, Wendy's, Culver's, Whataburger, McDonald's, SONIC, Smashburger and Steak 'n' Shake. McDonald's holds the highest familiarity score across all brands measured in the study, but Five Guys landed the top spot in the "purchase consideration" category. “The burger brand category has become less fragmented, as regional brands expand and become available in more parts of the country,�� said Joan Sinopoli, vice president of brand solutions. “This is certainly the case with Five Guys, who has shed its ‘small regional player�� designation as it expands its footprint and marketing budget¾along with its fandom, which is a tremendous contributor to brand equity.��