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Since its founding in 1986, Five Guys has set itself apart as a fast casual restaurant chain that serves a classic take on American staples like hamburgers, fries, and milkshakes. But the chain, which has more than 1,800 locations worldwide, has made a name for itself in ways that go beyond its quality ingredients and simple menu. Its marketing strategy and culture have also worked to cement Five Guys into consumers’ minds.
Connecting with Consumers
The engagement that Five Guys’ has with its customers fosters an incredible sense of loyalty, brand recognition, and marketing positioning, according to BrandCredential. The company prioritizes freshness, taste, and simplicity, values that are communicated to customers and employees in more ways than one.
The brand has utilized platforms like Instagram and X to reach target audiences and to encourage user-generated content. It has leveraged Five Guys University to teach prospective employees about the ins and outs of the business. In-store promotions and advertisements have worked to build similar connections with internal and external audiences.
The Power of Perception
In addition to focusing on what the brand communicates and to who, Five Guys has gone great lengths to focus on the “how,” according to a YourStory report.
Research has indicated that people tend to spend more on dishes described with vivid language compared to those with accompanying pictures. That’s why Five Guys has maintained picture-free menus unlike its fast-food competitors.
Five Guys restaurants also aim to be a physical manifestation of company values, with red and white color schemes evoking a classic vibe and open kitchens showcasing the freshness of ingredients and an inviting environment.
Fast Facts
- Five Guys customers enjoy more than 260,000 peanuts a week
- Buns are baked fresh at bakeries 5 days per week
- 165 million burgers are made annually
- More than 250,000 toppings combinations are available
- Over 1,800 stores are spread across the world
The Power of Community
Five Guys actively works to build strong relationships with the communities it serves by supporting local causes, community events, sponsorships, and charitable initiatives. One example is through its partnerships with schools and organizations that see it donate up to 25 percent of additional sales at designated restaurant locations.
Familial Culture
Five Guys was founded by Jerry Murrell, who named the restaurant in reference to his sons. That origin story and the Murrell family’s journey to grow the business has ingrained a familial and tightknit culture into the company’s brand that has spread to its 5,000 employees. Glen Beesley, director of real estate and store development, was drawn to Five Guys because of it.
That culture has earned the company several rewards including a Great Place to Work award from 2018 to 2021, a Forbes America’s Best Large Employer award from 2018 to 2021, and rewards from Fortune naming it as a best workplace for diversity, a best workplace in Texas, and a top employer for diversity.
