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1 Running head: “FIVE GUYS BURGERS AND FRIES: INGREDIENTS FOR SUCCESS”

“Five Guys Burgers and Fries: Ingredients for Success” A Review of the Literature Dr. Steven Brown Contemporary Business 508 November 27, 2013

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“Five Guys Burgers and Fries: Ingredients for Success” Abstract The world famous Five Guys Burgers and Fries all started back in 1986 when Jerry and Janie Murrell offered sage advice to the four young Murrell brothers. “Start a business or go to college.” The business route won and the Murrell family opened a carry-out burger joint in Arlington, Virginia. The Murrell family only served hand-formed burgers cooked to perfection on a grill along with fresh-cut fried cooked in pure peanut oil. During the 1980’s and 1990’s they perfected their simple system, it was the place to get a fresh, juicy burger with all the toppings you could stuff between fresh-baked buns. In early 2003 the family started offering franchise opportunities in just less than 18 months; Five Guys Enterprises sold options for over 300 units. The overwhelming success of franchising a local restaurant made national news with articles in trade publications. Now, over 20 years after Five Guys first opened, there are over 1,000 locations nationwide and over 1500 units in development. (fiveguys.com)

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“Five Guys Burgers and Fries: Ingredients for Success” The Five Guys mission statement, as simple as its menu is aligned with the philosophy that if you’re going to sell hamburgers and french fries better than anyone else. Simple stated the mission statement… “We are in the business of selling burgers.” To expand on the obvious, the Five Guys also gas a “goal”: “Five Guys goal is to sell the best quality burgers possible. To sell the best burgers possible, we focus on Quality, Service, and Cleanliness.” (About.com retail industry) At every Five Guys Burgers and Fries there is a sign that hang over the beverage machine which is sometimes referred to as a “mission statement,” but is really more of a service promise: “You the customer are the most important visitor on our premises. “You are not dependent on us, we are dependent on you. You are not an outsider in our business- you are part of it. “We are not doing you a favor by serving you – you are doing us a favor by giving us the opportunity to do so.” Five Guys philosophy that set them apart is buying staying simple it as being many different conversations about adding items to the menu. Murrell stuck to his guns only allowing hot dogs, veggie sandwich and grilled cheese to be added to the menu. When he analyzes the demise of franchises like Boston Market, he sees one constant: They all started to offer too many items and got away from the core. (Forbes.com written by Monte Burke, 7/18/12) 4 “Five Guys Burgers and Fries: Ingredients for Success” The original values for the start-up company and how it remains strong and relevant today in spite in of the current economy. The company started with a little less than $70,000 in Arlington, Va., It was in the middle of nowhere, there was no parking and no place for customers to sit and eat yet the store thrived thanks to word of mouth and some positive reviews in the local paper. In 2002 the biggest decision came by way for franchising, within three days of the decision the franchising rights to Virginia were sold out thus began one of the most remarkable franchising runs in recent restaurant history. The biggest problem Five Guys herded was getting them to buy into the concept, he says. “Everyone came in with their own opinions about what should be on the menu.” (Forbes.com written by Monte Burke, 7/18/12) Murrell says he looks for a franchisee to have a net worth of at least $1.5 million and liquidity of 500,000. Franchisees pay an upfront fee of $20,000 than an additional $75,000 per store. The typical franchise has 10 to 15 restaurants, which cost $350,000 to $500,000 to open and average $1.2 million in annual revenues. Five guys collects 6% of the gross revenues, which is pocketed, another 1.5% is given to employees for what Murrell calls his audits, in which stores are monitored by independent examiners for quality of service, safety, and cleanliness. Crews that score well collect $1000, awarded weekly. My keeping it simple and the decision to franchise has allowed the company to remain strong today. 5 “Five Guys Burgers and Fries: Ingredients for Success” Three factors that contributed to Five Guys success in such a short time and the effect if any the external market had on the factors world be …”The only thing we did right was stick to our guns,” says Jerry Murrell (QRS magazine). Five Guys once refused to deliver to the Pentagon, an employee told him he would never make it if he didn’t deliver, and he put up a big banner outside of his Arlington location that said “Absolutely No Delivery.” Keeping it simple has also contributed to their success in such a short time, by keeping the menu simple it helps defray cost. Finally the decision to franchise has allowed the company to have access to capitol that they may have only dreamed about. The ethical and social practices are part of the Five Guys culture would be for one the fry calibration class that is led by Murrells third-eldest son, Chad. He drills them on the proper mix of starch, water and temperature needed t create the perfect french fry. Second 1.5% of the monies collected for franchising are given to employees for what Murrell calls his audits, in which stores are monitored by independent examiners for quality of service, safety, and cleanliness. Crews that score well collect $1000, awarded weekly.

6 “Five Guys Burgers and Fries: Ingredients for Success”

Five Guys Burger and Fries is an awarding willing company who has definitely gotten it right! From the store manger who greats you when walking in to the friendly smile on the cashier’s face, by the decision to keep it simple and stick to it guns has allowed to business to strive since the opening in 1986.

7 “Five Guys Burgers and Fries: Ingredients for Success” References

About.com retail industry Fiveguys.com Forbes.com QRS magazine The Washington Post

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