The family burger chains beating McDonalds and Burger King across the US

The Big Mac can take a nap.As customers become increasingly wary of “shrinkflation” and price hikes at big burger chains, smaller fast-food purveyors are cashing in.

Industry data shows that regional chains and cult favorites like In-N-Out Burger, Whataburger, and Culver’s are driving growth in the hamburger category, putting their larger competitors to shame.Put that on your bun and bite it.In 2025, California-based In-N-Out’s domestic sales grew by around 10%.

Meanwhile, according to Technomic’s market research, Wisconsin-based Culver’s and Texas-born Whataburger now rank as the fifth- and sixth-largest U.S.burger chains by sales.Though larger chains like McDonald’s, Wendy’s, and Burger King outrank these smaller brands in terms of marketing budgets and sheer number of locations, regional competitors are coming for their ketchup thanks to uncompromising quality, fierce brand loyalty, and customer customization.

 Whatagburger, which operates in 17 states and generates more than $4 billion in annual sales, is growing at six times its pre-COVID rate with plans to open 60 additional locations this year.“There is a craveability that I think has created this loyalty over so many decades,” Whataburger CEO Debbie Stroud told WSJ earlier this month.“Our customers understand that they can add grilled jalapeños or swap out grilled onions for our freshly cut tomatoes,” she added.

Julie Fussner, chief executive of Culver’s, which operates 1,066 locations across 26 states, calls out customer service as the key differentiator between her beloved regional chain and behemoth national brands.“It’s the breadth of the menu and the quality of our food,” she told WSJ.While regional chains are booming, Technomic found that fast-food burger chains en masse are experiencing the slowest growth among the top ten restaurant categories, except for pizza and sandwiches.Fast-food chains have been grappling with prolonged sales weakness in major market...