Steve Case

In this article from a business magazine, the author examines the history of the Five Guys burger chain and what factors separate it from other fast food franchises. Some of the unique qualities of Five Guys are its lack of national advertising, deliberate limitation of menu offerings, and a more "genuine" feel than many commercialized fast food restaurants. The author, a vegetarian, admits reluctance to sample the Five Guys product, but ultimately finds that their veggie burger more closely simulates a regular beef patty than anything found in larger chain stores. The company's growth was at first limited by reluctance to franchise, fearing the loss of a unique identity. The founding family's dedication to maintaining their singular vision of what the business should be has resulted in the sale and then repurchase of a number of stores from franchisees who just didn't click with the brand. One aspect of the business, its limited menu, makes it easier for the chain to expand, but also requires that franchisees learn the particular idiosyncrasies of the Five Guys founders. The limited menu also serves to highlight any issues which arise from poor quality control or other errors. While Five Guys is beginning to look into expanding overseas into Western Europe, the management plans to continue their traditional style of not implementing a new plan until everyone is convinced they are ready.

As a reporter for Bloomberg Businessweek, the author is qualified to comment on the financial and marketing strategies of growing corporations such as Five Guys. While she did experience some difficulty in evaluating this company's product first-hand, being a vegetarian, the author was able to offer another vantage point of how a burger chain could appeal to those who do not eat meat.

The information found in this article gives insight into how Five Guys has grown from a small regional chain into a nationwide phenomenon, and also illustrates some challenges which the management style forces on the franchisees. One important aspect when considering expansion will be to partner with local businesses to obtain required supplies, such as rolls and vegetables. Five Guys' lack of drive-throughs lends itself well to expanding into markets where motor vehicles are not as prevalent in as in the United States. Additionally, the uniquely American feel and lack of large-scale advertising may appeal to Asian consumers, who may be intrigued by certain "American" qualities but repelled by them being too overtly displayed.