Five Guys Case Study: maintaining growth in fast food with a simple menu and quality focus
Datamonitor
February 2, 2010 11 Pages - SKU: DFMN2593965
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Introduction
This case study on Five Guys forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the fast food chain has performed well in the downturn due to its focus on providing a small number of quality foods.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- Analysis
- The fast food market has become more competitive in the downturn as rivals compete to gain consumer appeal
- Fast food players are attempting to woo cash strapped consumers back with value meals, while tempting others to trade down with premium-style offerings
- Five Guys is a fast growing US fast food chain that has gained a loyal customer base due to its value for money food offerings
- Five Guys has made substantial gains since it agreed to franchise the brand across the US
- Five Guys addresses comfort and nostalgia trends with traditional food fare and 'retro' outlet décor
- Five Guys undertakes no marketing, relying on word of mouth to promote its business
- Five Guys attempts to maintain high standards of customer service by employing mystery shoppers to regularly judge its outlets
- Conclusion
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Five Guys timeline
- List of Figures
- Figure 1: A high proportion of consumers in the US are eating out less often due to the recession
- Figure 2: A significant proportion of US consumers eat at a fast food outlet on a weekly basis
- Figure 3: Five Guys' menu is limited to a small number of food and drink offerings
- Figure 4: Sensory factors are strong influences on purchases of food and beverages among consumers in the Americas
- Figure 5: Five Guys offers comfort food sold from an old fashioned diner style of restaurant
- Figure 6: President Obama's visit to a Five Guys' restaurant in 2009 generated free publicity for the company
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