Five Guys Burger Franchises Analysis

¶ … Five Guys Burger franchises

Analysis of Five Guys Burgers Franchise

The Five Guys Enterprise was founded by five members of a family namely: Janie Murrell, Jerry Murrell, and their three sons Matt, Jim, and Chad in 1986 (Rosenwald, 2006). The Five Guys Burger Franchise deals in burgers, fries, and hotdogs. The Franchise may not be the next McDonalds, but it uses the 4P's of marketing to its advantage. Regarding the Place, the franchise in a bid to attract the attention of its prospective customers, is attached to any quick service restaurant somebody may find himself in. The cult following that the burger commands is as a result of the quality of its products. Praises are heaped on the chain by consumers of its products that are overwhelmingly positive. These praises are attributed to the mystique and quality of its products (Weise, 2011). The chain has extremely limited menu comprising burger, cheeseburger, fries, and milk shakes (Gilbert, 2010). Most of the chain's ardent customers are unanimous that the burgers are fantastic. The customers' perceived quality of product and the actual quality of the products go hand in hand. The ingredients quality is just exceptional. The lack of freezers in the chain stores is a clear manifestation that it never uses frozen meat in making its burgers, something that the customers appreciate (Gilbert, 2010). They do not use microwaves or heat lamps. For customers who are conscious about radiations that microwaves are alleged to emit, this is something that endear them to the products made by the chains. The potatoes used in making French fries are cut in the stores. Customers who do not take Trans fats because of associated health risks love the chain's products because they do not use trans fats (Gilbert, 2010). With regard to promotion, the Five Guys have a reputation for displaying its cases of peanut oil in stacks next to the entrance door with the writings "The real and authentic and fresh is in your face, watch your burger made in front of you, the way you like it." Five Guys customers are never charged an extra dime on whatever toppings they want. The toppings include lettuce, grilled mushroom, jalapeno papers (Gilbert, 2010). The Five Guys have gone ahead of their competitors because of the kind of products they retail because of the ingredients they use in making the burger like the fresh ground beef and the ever fresh and interesting toppings that attract no extra charges. This is something that their customers love a lot. That is why they have caught the public imagination and taste. The fresh ground beef used in making the burgers have given them an edge over their competitors and that has made a great deal of difference (Gilbert, 2010).

To respond to its customers' demand, the Five Guys has since expanded their geographical presence and opened franchises in 625 locations in 40 states within the United States and Four Provinces in Canada. That massive growth took place in the last seven years (Gilbert, 2010). The growth is largely owed to franchising. This helps in ensuring that when customers look for its products they can easily access them. Whenever they look for the products in specialist boutique or supermarket they can get them. The company's head of franchise development enthusiasm is a reason the Five Guys has had a phenomenal growth in a short period of time. Enthusiasm is born of the chain's quality and momentum (Gilbert, 2010). Their products (burgers) are just superior. The chain boasts of a small menu, fresh ingredients, and hand cur fries. This makes it stand out from the rest.

The Five Guys sell good and juicy burgers on fresh buns. They also make perfect French fries. They never cut the corners of their burgers something that has been their tradition since the inception of the company. They promote their products by treating their customers' right (Gilbert, 2010). They know that it is the customers who sell business enterprises because of the treatment they have been accorded. To make the customers realize that they put their money on food, they have from the onset made sure that their decor is made very simple- red and white tiles (Gilbert, 2010). This shows that they don't spend on decor but will go overboard when it came to food. That is also the reason why they don't spend their money on guys in chicken suits.

To remain relevant in its market niche and ensure that the quality of its products is high, the Five Guys prioritizes quality control. Their buns are toasted on a grill (Gilbert, 2010). They do not use bun toaster despite the fact that it is faster cheaper, and toasts more evenly because it doesn't give a caramelized taste. Their beef is 80% lean and never frozen (Gilbert, 2010). Their plants are always kept clean and one would be tempted to eat off the floor. Their burgers are made to order and that is the reason why they do not engage in drive through. This takes relatively longer time. The chain takes its time when making its products and that is one it is never ideal for people who are in hurry.

Aspects of the product that had positive influence on my perception of the overall experience

I was impressed with the way Five Guy spent their revenue towards marketing and advertising. While their competitors put 3% of their revenue into marketing, Five Ways collects 1.5% from all its franchises and give bonuses to its crews that score the highest on weekly third party audits (Gilbert, 2010). Their focus on quality, service, and cleanliness has endeared many of their customers to them. This has made them the market leaders in locations where they operate. They do not use frozen meat in making their burgers, neither do they use microwaves, heat lamps, and Trans fats (Gilbert, 2010). The chain simply uses simple menu. It makes cheeseburger, burger, fries, and milk shakes. The toppings like lettuce, grilled mushrooms, and jalapeno peppers do not attract extra charges.