In a tough burger business, some chains are taking share

Michele's take

The burger segment is splitting into two distinct tiers — commodity players getting crushed by value fatigue and trade-down pressure, and differentiated brands like Culver's and Shake Shack that have built enough perceived quality or regional loyalty to hold consumer preference even in a down cycle. For franchise operators and investors, this is a clear signal that brand identity and menu conviction matter more right now than footprint size — scale without differentiation is actually a liability in this environment. If you're evaluating burger concepts for expansion or investment, the question isn't whether the category is growing; it's whether the brand has a defensible reason for the guest to choose it over a $5 chicken sandwich.