Competition in the fast casual restaurant market can be fierce, especially among burger chains. SmashBurger and Shake Shack are highly motivated to claim market share previously held by McDonald’s and Burger King. So not only must their offerings be top notch, name branding is critical for establishing a following.
This probably explains why In-N-Out Burger jealously defends its brand names. It established trademarks for its offerings such as “Double Double” and “Triple Triple” nearly fifty years ago and arguably owes its popularity to the legal protections around its brands.