Smashburger's ten nearest neighbors span six different categories — and not one of them is another QSR.

The shape here is broad: similarity scores run from 0.86 down to 0.79 with no single dominant pull, meaning the audience composition is shared widely across a diverse mix of franchise and service brands. Einstein Brothers leads at 0.86, followed by Dogtopia at 0.84 — a fast-casual bagel chain and a pet care franchise sitting back-to-back at the top. Massage Envy (0.81) and Pei Wei Asian Diner (0.81) continue the pattern, and Topgolf (0.81) adds an entertainment center to the mix before three beauty salon and spa brands — Amazing Lash Studio (0.80), Nékter Juice Bar (0.79), and Sola Salon Studios (0.79) — round out the set alongside DSW (0.79) and SpringHill Suites by Marriott (0.79). Beauty Salons and Spas is the single most represented subcategory in the top 10 with three entries; Fast Casual Dining contributes two. The dominant cross-kind pattern — services, personal care, and experiential leisure rather than competing burger concepts — suggests this audience is defined less by food preference than by a broader franchise-consumer lifestyle profile.

The breadth of the neighbor set, with no QSR appearing in the top 10, points to an audience whose shape is shared most strongly with suburban service and lifestyle brands rather than with fast-food peers.