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 sheâ€™s been hitting an East Coast upstart aggressively expanding in California Five Guys Burgers and Fries.
â€œWe chose this over In-N-Out,â€ 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. â€œItâ€™s the fourth time weâ€™ve been here since they opened.â€
Five Guys executives insist theyâ€™re not out to complete with In-N-Out, which started in Baldwin Park, Calif., in 1948.