Five Guys Case Study Example | Topics and Well Written Essays - 1000 words

Five Guys - Case Study Example In 2002, the Five Guys model was opened for franchising and expanded rapidly- over 1000 outlets were expected to open by the end of 2011, with over $1 Billion in sales (Weiss, 2011). The standard Five Guys simple and authentic vibe is strictly maintained in all the different outlets. Five Guys is a fast food chain of restaurants which specialize in the three items of hamburgers, fries and hotdogs. However, their menu pricing, quality and service type places them in the sub category of fast casual dining. Fast Casual is used to describe service outlets which do not offer full table service but there is an expectation of better food quality and atmosphere than fast food restaurants. The ingredients used are of better quality and the kitchen is visible for the dinners. Five Guys promotes an atmosphere which invokes memories of a 1950’s diner combined with the same kind of homemade food. The limited menu also allows them to concentrate on providing the best of those items rather than diversifying and losing their personalized touch. Fast casual lies between fast food and casual dining, offering customers a better value for their money and a more comfortable dining atmosphere which is greatly appealing for the people of a nation hit by recession. While Five Guys was a pioneer in this category, many fast food restaurants are quickly adopting regenerated menus and a more personalized service to compete with and enter into the fast casual and quick service categories. For the restaurant chain their emphasis has been on creating a more-for-slightly more value proposition. By charging over the average price charged by other chains, Five Guys provide much better food and service for their customers. This has helped them to distinguish themselves from other chains and gain an edge over their direct and indirect primary competitor. These