Draw a circle on a map around Shoreditch and Soho. If you know people that live and work in it, you’ll be familiar with the terms "Five Guys" and "Shake Shack" from your social media feeds.
George Osborne goes to Byron. Everyone that hates George Osborne, is currently calling judgement on the two rival - authentic but slightly more expensive - burger chains. The tool of judgement is the smartphone.
There's only one way to call who is winning the war. Who is pulling in the largest volume of burger porn from its customers, measured by Instagram and Vine posts?
Early scores on the doors suggest two things:
1. Five Guys is on the back foot.
2. No-one is using Vine
(Written for Daily Espress)