Ingredients for Success of Five Guys Burgers and Fries
Dr. Ronna Campbell
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 employees to earn it by successfully complying with the company’s standards of customer’s satisfaction. (Welch. 2010) Analyze the Original Values for the Start-up company and how it remains strong today. The Values of Five Guys’ Burgers and Fries for start-up were: a) Make good food with good Ingredients: Michael Murray (Manager of Five Guys’ Burgers and Fries at Mabry Village location) said “We are not a fast food restaurant we are a casual dining place where we offer 100% fresh food, we have no freezers”. (Odish. 2012). They consider their food good because by working with fresh ingredients they can keep the original flavor and its value. (Heffern. 2002). Things like frying their potatoes with peanut oil as a way to reduce cholesterol and control the consumption of fat, is a considerable way to differentiate them from the fast food industry. As it is described in the vol. 8 of SJ Magazine, the fries are hand-cut; the potatoes sticks keep their skin and are soaked in water then partially cooked and sunk into hot peanut oil in order to get the golden brown color. They then come up crispy, creamy, sweet and are seasoned with salt or Cajun spice mix and shaken in a cup that is placed in a paper bag. (Palermo.2007) About the meat, this magazine also mentions that it is different because it is crunchy at the edges and tender inside (SJ Magazine, 2008, Vol. 8) which happens because the meat is prepared from fresh ground beef, not frozen. Also, the bread is made every day from the same bakery and distributed to the closest stores. The owner of one of these bakeries was once an employee of the Five Guys’ Burgers and Fries until the Murrell family made him part of their business. Taking this into account, the bread will have the same quality for every store. (Sailors. 2011) a) Family oriented business type: The Five Guys’ Burgers and Fries treat their employees with respect and also encourage them to keep the values of the business by expending 1.5%...
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