Writing Assignment 1: Five Guys
“Five Guys Burgers and Fries: Ingredients for Success”
Five Guys Burgers and Fries has become a major contender for the forefront of the fast food market. The Company was founded by the Murell brothers in 1986 in Washington D.C. They created a fast food chain that quickly grew to become one of the largest revenue producing chains and franchises in the country.
Five Guys was created with a very simple plan that has helped to set it apart in the fast food business. The founders adopted a philosophy that at the time was a leader on the fast food market. They created the business on the philosophy ...view middle of the document...
The menu is simple, yet the company spends more on ensuring that no one leaves without being a satisfied customer. The extra money they put into the ingredients and time preparing the food fresh helps to maintain this “word of mouth” marketing strategy.
Five Guys also ensures success by keeping a simple menu and ensuring that everything prepared in the restaurant is prepared fresh. The company’s website mentions “Five Guys does not currently have plans to add any items to our menu. We follow the philosophy of focusing on a few items, and serving them to the best of our ability. If we were to add to our menu, then you can guarantee that we would only do so if we could serve the highest quality product possible” (Fiveguys.com, 2012). Fresh food preparation costs more than it would to stock up and buy in bulk. The company even made the original bread maker a partner to ensure that the original bread recipe never changes. The stores get a shipment of fresh buns in everyday, and the location and distance from the bakery does not matter.
To ensure quality within each store, the company completes third party audits weekly of each store. The store is graded on cleanliness, service, food quality, and food preparation. The other audit is kitchen and food safety. The company takes 1.5% of its overall revenue from each individual franchise and puts it to weekly bonuses for the employees who work there to ensure the scores are high. The company believes that the employees are taken care of and have a sense of accountability and ownership; they will be better motivated to ensure the standards are exceeded. This drives the “team” aspect. The company takes a weekly bonus of up to $1000 and divides it among the employees, the amount based off of the audit scores.
The original start-up values for the company allowed the company to succeed in the market against the competition. The initial values that the five brothers set out to achieve had not been accomplished or even thought of at the time. Spending more money on ingredients and quality of service than the company did on advertising was unheard of.
The first value is that the quality of food is what sells the business. The customer will leave satisfied because the customer has spent money on a high quality, fresh meal. The company puts its revenue into the food, and less on décor. Each store has very little in the way of looks. Red and white tile are all that a customer will see when they walk in. This is effective because the company focused on creating a high quality product for the customer and keeps to the simplistic is better line of thinking.
The company does not charge for extras and toppings, uses only the highest quality ingredients, and the service and cleanliness helps achieve the level of satisfaction for the customer. The customer is the most important to the company. The five guys mission statement states, “You the customer are the most important visitor on our premises. You are...