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Assignment 1: Set Apart from the Rest

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Submitted By kgths2407
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There is always something that sets fast food restaurants apart from each other whether it’s cost, products, or menu options. Five Guys Burgers and Fries is definitely set apart from the rest in a unique way. The first thing that caught my eye when I was looking on their website is that they do not have any freezers inside the restaurants. I was pleasantly surprised because even restaurants that say they use all fresh ingredients have freezers. Five Guys is an exception to this, they do not have freezers they have coolers, because all the food is made fresh to order and never frozen compared to other fast food places, like McDonalds. Simply put the restaurant industry right now is crowded with burger and fries, so Five Guys does burgers and fries better than everyone else. It all started when Jerry Murrell’s sons decided they did not want to attend college. Satisfied with the decision they made he used the money that was going towards tuition to open up a hamburger take-out shop in Virginia. (Boone and Kurtz, 2012, p.78) Columnist from Inc.com states that even though Five Guys only sells burgers, they sell burgers extremely well. (Joiner, 2012) Five Guys puts value in their food by offering fresh made to order burger with up to fifteen free toppings to choose from. Fine ingredients cost more and Five Guys is committed to offering great quality food with quality ingredients. Jerry Murrell, CEO of Five Guys Burgers and Fries stated in an interview with USA TODAY, “I think people will pay a little extra for food if it is worth it.” (Joiner, 2012) Since the beginning of the startup of Five Guys, the restaurant continues to use many of the same vendors they did in 1986. They ensure the quality of their products is top notch and do not compare to other fast food restaurants. The long used statement still is enforced with the company today, “Quality over Quantity.” Another aspect of the business that has continued throughout the years is that they treat their workers with dignity, respect and an important part they are paid well. As stated by Murrell, “Hire well-paid people and they will stay with you.” Usually when you get a job in a fast food establishment if you are not a manager then no insurance is offered to you, but with Five Guys they offer insurance to all employees. They also have incentive programs that award crew members based on secret shoppers’ statistics. Five Guys’ has become very successful in such a short period of time. Factors that have contributed to their success is the quality of the food, simplicity and focusing on what they know. The quality of their food is great from the fresh toppings to the hand-chosen meat. They keep the menu simple it has been the same for numerous years with little changes here and there. Over the years they have tried to change the menu by adding chicken sandwiches and coffee, but it did not mesh too well with the simplicity of the burger and fries. Every aspect of the restaurant is simple from the brown paper bags that the peanuts and the food comes in from the basic red and white tile that surfaces all the restaurants. Al Ries, the author of Focus: The Future of Your Company Depends on It states in his book, “A laser is a weak source of energy. A laser takes a few watts of energy and focuses them in a coherent stream of light. But with a laser you can drill a hole in a diamond or wipe out a cancer.” You create the same effect when you focus on a company. Five Guys’ has and still is creating a powerful, laser-like ability to dominate a market. They have stayed focused by not swaying away from what they do best and that is selling the best burgers and fries cooked to perfection. They do not have timers on the fries or the grill due to the fact it takes time and the correct ingredients to make the perfect french fry. One last factor that makes Five Guys’ successful is the commitment to customer service. Everything from the shouting greeting when you walk in the door to the ordering and pickup process of your food is more than you can ask for in great customer service. Five Guys’ prides itself on its social and ethical practices. All businesses have a code of conduct which is, “a formal statement that defines how the organization expects employees to resolve ethical questions.” (Boone and Kurtz 2012, p.45) Five Guys’ put their integrity in their employees to do what is right in the name of the business. Integrity requires the courage to do what is right despite popular opinion. (Paige 2012) “Five Guys Enterprises LLC and its subsidiaries believe in the importance of international labor and human rights standards and we are committed to lawful, ethical and fair business practices. (Five Guys 2010) Five Guys’ enforce the below policies to make sure all employees are treated fairly throughout their supply chain: * We do not knowingly employ slaves or trafficked persons. We comply with all local, state, federal and international law with respect to labor laws, human rights, slavery, and human trafficking. (Five Guys 2010) * Through our purchasing agreements, we require all suppliers to comply with applicable laws within the country of business. We assess each of our suppliers to ensure that their policies align with our commitment to lawful, ethical and fair business practices. We do not seek verification or conduct audits related specifically to evaluate human trafficking and slavery law compliance of our vendors at this time. (Five Guys 2010) * All Five Guys employees and contractors are required to comply with all applicable laws within the country of business, including laws on human trafficking and slavery, and may be terminated for any violation of law. If Five Guys becomes aware that a supplier has violated any such law, we reserve the right to terminate any such supplier agreement. (Five Guys 2010) * We are committed to further developing our accountability standards and procedures specifically to address our contractor's compliance with the Transparency in Supply Chain Act, as well as an action plan to ensure our company employees and management, who have direct responsibility for supply chain management, receive training on human trafficking and slavery. (Five Guys 2010)
While Five Guys’ does not have a wide variety menu like other fast food restaurants they pride themselves on the quality of their burgers and fries. Surprisingly the menu is trans-fat free, they only use peanut oil, the only use fresh ground beef, and there are over 250,000 possible ways to order a burger at Five Guys’. (Five Guys 2010) Great customer service, great quality food, and a friendly environment make for a great customer experience and keeps customers coming back for more and spreading the word.

References
Boone. L. E. & Kurtz, D.L. (2012 update). Contemporary Business 14th ed. Hoboken, N.J. John Wiley & Sons
Burke, M. (2012, 07). Five Guys Burgers: America's Fastest Growing Restaurant Chain. Forbes. Retrieved 04, 2013, from http://www.forbes.com/sites/monteburke/2012/07/18/five-guys-burgers-americas-fastest-growing-restaurant-chain/
Five Guys Burgers and Fries. (2012, 01). The Five Guys Story. Five Guys Burgers and Fries. Retrieved 04, 2013, from http://www.fiveguys.com/about-us.aspx
Joiner, L. (2012, 08). Five Guys found simple recipe for success: Do it right. USA TODAY: Money. Retrieved 04, 2013, from http://usatoday30.usatoday.com/money/economy/story/2012-07-29/five-guys-ceo-jerry-murrell/56541886/1
Paige, A. (2012, 07). Types of Ethical Practices Employees Adhere to in the Workplace. Chron: Small Business by Demand Media. Retrieved 04, 2013, from http://smallbusiness.chron.com/types-ethical-practices-employees-adhere-workplace-18098.html
Ries, A. (1996). Focus: The Future of Your Company Depends on It (ed., Vol., pp. XV-XV). New York, New York: HarperBusiness.

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