Five Guys Case Study: maintaining growth in fast food with a simple menu and quality focus

Published by: Datamonitor

Published: Feb. 2, 2010 - 11 Pages

Table of Contents

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

Abstract

• 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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