And it looks and feels like in-n-out, so when people like me come in for the first time we are shocked by the prices and have a negative experience and decide not to come back anymore.
On the other hand, I went into smash burger knowing that it was a pricier option and loved it.
IMO Five Guys’ branding is a major issue since it is often seen as an In N Out competitor, but cannot compete with the prices.