Ingredients for Success of Five Guys and Fries
Ingredients for Success of Five Guys Burgers and Fries
By
Edna Odish
Contemporary Business
Dr. Ronna Campbell
Oct.23th, 20012
Determine how Five Guys’ philosophy sets it apart from other fast-food chains. In my opinion what makes Five Guys’ Burgers and Fries different from other fast food chains are the following characteristics: a) Quality: Ingredients such as meat which cannot be frozen, bread which has to be made at least the night before and potatoes produced in locations that allow them to keep their richest nutrients, do not come cheap. But, the fact that Five Guys’ Burgers and Fries decided to make their food only out of fresh products, regardless of the cost, indicates that their target market is people who care about taste, which is why Jerry Murrell focus on “NO cut corners, but the best is priceless”. (Welch. 2010) b) Options: The customers have the opportunity to customize their burgers to their preferences, choosing from seventeen toppings without extra charge. This is also an example of a new strategy used to capture higher market share in the industry, in which companies are force to come up with, constantly, due to the intensive competitive characteristic of the fast food industry. (Hussein, Et all. 2011) c) Dedication: At Five Guys they take their time to prepare everyone’s meals according to their particular preferences even though it demands extra time and dedication. It is this dedication and time what separates them from common fast food chains where time is measured and food is already prepared or frozen, thereby losing its original flavor. (Burke, Monte. 2012) d) Their type of Marketing: Based on what Jerry Murrell said about treating the customer right and he will sell for you. (Campbell. 2011), I believe that the Five Guys’ Burgers and Fries focus their marketing on customer service and the word of mouth. While others expend a lot of money in marketing, they take certain amount of money and encourage their
By
Edna Odish
Contemporary Business
Dr. Ronna Campbell
Oct.23th, 20012
Determine how Five Guys’ philosophy sets it apart from other fast-food chains. In my opinion what makes Five Guys’ Burgers and Fries different from other fast food chains are the following characteristics: a) Quality: Ingredients such as meat which cannot be frozen, bread which has to be made at least the night before and potatoes produced in locations that allow them to keep their richest nutrients, do not come cheap. But, the fact that Five Guys’ Burgers and Fries decided to make their food only out of fresh products, regardless of the cost, indicates that their target market is people who care about taste, which is why Jerry Murrell focus on “NO cut corners, but the best is priceless”. (Welch. 2010) b) Options: The customers have the opportunity to customize their burgers to their preferences, choosing from seventeen toppings without extra charge. This is also an example of a new strategy used to capture higher market share in the industry, in which companies are force to come up with, constantly, due to the intensive competitive characteristic of the fast food industry. (Hussein, Et all. 2011) c) Dedication: At Five Guys they take their time to prepare everyone’s meals according to their particular preferences even though it demands extra time and dedication. It is this dedication and time what separates them from common fast food chains where time is measured and food is already prepared or frozen, thereby losing its original flavor. (Burke, Monte. 2012) d) Their type of Marketing: Based on what Jerry Murrell said about treating the customer right and he will sell for you. (Campbell. 2011), I believe that the Five Guys’ Burgers and Fries focus their marketing on customer service and the word of mouth. While others expend a lot of money in marketing, they take certain amount of money and encourage their
References: Burke, Monte. (2012). Five Guys Burgers: America’s Fasted Growing Restaurant Chain. Forbes Magazine. August 6, 2012. Retrieved on October 18th from http://www.forbes.com/forbes/2012/0806/restaurant-chefs-12-five-guys-jerry-murrell-all-in-the-family.html Campbell, Twyla. (2011). Five Guys’ Burgers and Fries: The American Invasion. It’s a Weird, wild, and wonderful Life. Retrieved October 20, 2012 from http://weirdwildandwonderful.blogspot.com/2011/02/five-guys-burgers-and-fries-american.html Heffern, Rich.(2002). Dinners and Dining; Ethics; Food; Aesthetics.The Ethics of Eating. Vol. 38 p 13. Hossein, Nezaki; Noor, Ali; Shaheen, Mansori; & Amirhossein, Noghondari. (2011). Adoption and Diffusion of Innovations in Fast Food Industries. Australian Journal of Basic & Applied Sciences, 833, INSInet Publications. Hossein, Nezaki; Noor, Ali; Shaheen, Mansori; & Amirhossein, Noghondari. (2011). Market Value; Convenience Foods;Food Industry; Australian Journal of Basic & Applied Sciences. P 1271-1276. INSInet Publications. Rosenwald, Michael. (2006). Five Guys, Taking a Bigger Bite.Washington Post. Staff Writer. Retrieved on October 15, 2012 From http://www.washingtonpost.com/wp-dyn/content/article/2006/04/02/AR2006040200723.html Sailor, Jimmy. (2011). Five Guys: Burger Heaven. Dothan Eagle. Published May 25, 2011. Welch, Liz. (2010). How I did it. Inc.com. Retrieved on October 15, 2012 from http://www.inc.com/welcome.html?destination=http://www.inc.com/magazine/20100401/jerry-murrell-five-guys-burgers-and-fries_pagen_2.html