U.S. burger chains see divergent growth and loyalty trends

The U.S. burger industry is seeing varied performance. While limited-service burger sales grew by only 1.5% in 2025, Culver’s reported a 14.2% sales increase, reaching $4.36 billion across 1,043 locations. This growth has positioned Culver’s as the 24th largest restaurant chain in the United States. CEO Julie Fussner, who transitioned from Chief Marketing Officer to CEO in April of last year, is focused on maintaining this momentum and upholding quality standards.

In terms of consumer behavior, a report from Simplifi indicates that 61% of burger customers are “loyalists” who visit only one brand, while 39% are “samplers.” Shake Shack led the industry with a 99% loyalty rate, followed by Wendy’s, Smashburger, Sonic, and Steak 'n Shake. McDonald’s recorded a 60% loyalty rate but remains a primary competitor to other brands due to high visitor overlap across the category.