Five Guys Burgers and Fries goes the extra mile to stay true to their roots and deliver a memorable brand experience.  How?  They operate under the principle that simple is effective. If you don’t have a Five Guys Burgers and Fries in your area, you can probably guess what this business is offering – but what makes them better than your run-of-the-mill burger joint?

Brand Name: What’s in a Name, Anyway?
Five Guys Burgers and Fries is a business that understands that a straightforward name and a simple philosophy can work wonders when it comes to creating a memorable company brand.  Their name alone exemplifies two important branding qualities: these guys know who they are, and they know what their target market wants.

Brand Message: Simple is Effective
It’s time for lunch.  You want a burger, and hey, maybe some fries and a drink.  By specializing in a few, select items, Five Guys Burgers and Fries is able to capitalize on what they do best, because it’s obvious that burgers and fries are what they do.  Joe’s Restaurant?  Well they could serve everything and anything.  But when you’re looking for burgers and fries – Five Guys is the obvious choice!

Brand Image: “Check” it Out
The Five Guys brand image is just as simple as their message: a plain font logo in red and white, sometimes accompanied by a checkerboard pattern.  The employees are always dressed in red shirts, red hats and red aprons.  By fostering a simple, clean and professional atmosphere, they are able to consistently reinforce their image.

Brand Experience: How Five Guys Stand Out from the Competition
The American public has grown accustomed to poor customer service, grimy tabletops and substandard food quality – so normally, I’m not exactly impressed by fast-food restaurants.  But when I go into my local Five Guys (in West Ashley, SC), the experience is so different – and far from typical.  The Five Guys brand stands out from the competition because they pay special attention to the little things – and it’s the little things that really create value for your target audience.

For example:

• The menu is simple and easy to read.
• Hungry NOW?  Never fear!  There are barrels of peanuts to snack on while you wait!
• Five Guys burgers are made to order, so they’re always hot and the cheese is melted to a mouth-watering perfection.
• The burgers are hand-patted and the fries are fresh cut.  (It really makes a difference.)
• They’re very generous with their fry portions. (An extra scoop or so in each bag?  Yes, please!)
• Numbered stickers on each wrapped burger coincide with your order – so you know which burger is yours without having to open each sandwich.  Brilliant!
• Even though they have 25 different condiments available, they always get my order right.
• The tabletops, floor and bathrooms are always clean.
• Whether eating in or taking out, the staff is always friendly from the moment you enter to the time you leave.

Brand Consistency is Key
I’ve visited other Five Guys restaurants in different areas.  With over 500 locations in over 30 states, these Guys know consistency.  When I walk in the door at any location, I know what to expect: I know what the service will be like, I know that the food will be prepared and served exactly the same way, and I know there will be a ton of peanuts in a bin for me to munch on as I wait.

Five Guys–Masters of Their Brand
Five Guys Burgers and Fries presents a memorable brand because of their simple and consistent message, image and customer experience.  It’s about quality food done right and a brand that backs it all up – and that builds value so customers come back again and again.  Plus, everyone likes to enjoy a good burger every once in a while……even President Barack Obama.

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