I think the whole buzz about 5 Guys is because it is not as widespread and when one opens in your town, it is great because it is different.

Kinda like Coors beer (see: Smokey and the Bandit). When it was so hard to get, it was so much better. Now that you can find it in any town, it is just beer. A more recent example is Fat Tire Amber Ale. There was a craze 10 years ago when you couldn't find it just anywhere. Now, it is just another beer most people skip it.

When the 5 Guys opened near me, there were lines out the door. Now, the crowds are typical.