Five Guys is one of the fastest growing fast food chains in the USA and it is now expanding overseas. Remarkably, it was set up in 1986 by Jerry Murrell and his family (Burke, 2012). At present, the chain includes 1,039 stores in the USA and Canada. Estimated revenues surpassed $1 billion in 2012 (Burke, 2012). It all began with a start-up capital of $70,000. At present, the business is growing at a great pace. One of the reasons for such a success is the thoughtful philosophy of the fast food chain.
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Admittedly, all fast food chains stress the attention they pay to quality. Fast food restaurants claim they provide their customers with best products (Neather, 2013). The chain Five Guys also believes that it is a must of a fast food restaurant to offer high quality products. At the same time, one of the most important characteristic features of a fast food restaurant is time, i.e. people go to these restaurants to save their precious time.
This is where one of the most distinctive features of Five Guys can be found. Murrell believes fast service is important but he also knows that several minutes saved while making a hamburger can negatively affect the quality. This is why the chain does not have drive-thru windows.
Murrell notes that first people thought it was unreasonable, but “the customers appreciated it” (“5 reasons,” 2010). Another peculiarity of Murrell’s philosophy is his way to treat a customer. He claims, “Treat the person right, he’ll walk out the door and sell for you” (“5 reasons,” 2010). Thus, unlike other fast food chains, the chain does not resort to extensive advertising campaigns. They benefit from the word of mouth. The number of restaurants and Five Guys fans proves that Murrell’s philosophy works.
It is necessary to note that Murrell got it right from the very beginning. Murrell wanted his restaurant to be a place where people could have delicious hamburgers. He has focused on quality of products and services. Interestingly, Murrell used to fine his own sons when they were late for work (Burke, 2012).
This concept is still strong as Murrell keeps watching his employees. He notes that he encourages his employees to comply with the rules (“5 reasons,” 2010). It is also necessary to point out that the major focus is made on burgers and Five Guys fans claim that the Five Guys burgers are the best (Neather, 2013). Therefore, keeping to values is a beneficial philosophy.
Nonetheless, apart from the right philosophy, it is possible to single out three more reasons why the chain has become that successful. The first reason to be discussed is external. Researchers claim that there has been an increase in demand for burgers (Hickey, 2013).
Popularity of burgers as well as fast food restaurants has been growing steadily. Numerous fast food chains are being opened worldwide. This can be explained by the great pace people have to live at. People simply have no time (and, to be honest, money) to eat out in restaurants or at home.
The second reason is concerned with Murrell’s consistency. Thus, he has been consistent in everything. He controls quality of products and services and he is eager to keep the same trends in franchisees’ stores as well. The third reason to be considered is wise management. Jerry Murrell has made wise management decisions. He was not afraid to take risks; he used to take loans when banks did not believe in his success (Burke, 2012). The family worked hard and it paid off.
Finally, it is important to note that there is one more secret that helps Five Guys prosper. Murrell states that it is important to treat people right. It refers to the customers as well as employees (Joiner, 2012).
Jerry Murrell claims that his employees earn good salaries and he even tries to encourage franchisees to keep up with such standards. He also notes that he does not invest in advertising as he thinks it is more important to develop proper relationship with customers and employees. The money, which others spend on advertising, Murrell spends on salaries and perks for employees.
There are varied bonuses for effective employees in the chain. Therefore, the employees in Five Guys are financially motivated to work hard. Apart from salaries, the employees also get some perks. Health insurance is one of these perks (Joiner, 2012). Of course, Murrell sets high standards, but he is also ready to reward those who work as hard as his family.
To sum up, it is possible to state that Five Guys is one of the most successful and popular fast food chains in the USA at present. The chain is a family business which is now expanding worldwide. There are a number of reasons for such a success.
The increased demand for burgers, high quality of products and services are major reasons for the success of Five Guys. However, there is one more reason. Jerry Murrell has always tried to treat people right. Customers and employees appreciate this. Five Guys does not invest much in advertising campaigns as there is no need in this. Word of mouth is working for Murrell at present.
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Burke, M. (2012). Five guys burgers: America’s fastest growing restaurant chain. Forbes. Web.
Hickey, S. (2013). Burger battle heats up as Five Guys and Shake Shack arrive in UK. The Guardian. Web.
Joiner, L. L. (2012). Five Guys found simple recipe for success: Do it right. USA Today. Web.
Neather, A. (2013). Five Guys v Shake Shack – restaurant review. London Evening Standard. Web.
5 reasons why Five Guys is a big success. (2010). Web.