Five Guys Burgers and Fries: A Recipe for Success - Research Paper Example

The philosophy which animates the company is unequivocal on how it value its customers as it put its service promise in each of its store for everybody to read that; "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 a 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 (Farfan, 2012)."  This is not lip service because this statement translates on how they make their burgers fries that ultimately earned them overwhelming positive feedback from their customers (Weise, 2011). 2. Analyze the original values for the start-up company and how it remains strong today.

  The values of keeping their burgers, breads and fries as fresh as possible are one of the original values that Five Guys that still remains strong until today. They know that the freshness of their meats, bread and toppings is their comparative advantage that separates them from the competition. This value is still evident with every franchise of Five Guys as we can see peanuts Five Guys displays its cases of peanut oil in stacks next to the entrance door (Gilbert, 2010). And to reinforce the values of freshness and quality further, it was even reported that Five Guys are insisting on not keeping any freezers and heated lamps in their stores to be consistent with their upheld values of delivering freshest product possible (Gilbert, 2010).

Their insistence of using quality and real ingredients (which were lost with the advent of fast food chains) are very popular in its toppings manifests in the theme of their stores which are somewhat old fashioned and retro to remind customers that Five Guys are still clinging to that old values of simplicity in food which were lost with the advent of fast food chains (Garret, 2010). Also, to make sure that they have they have the freshest bun for their burgers, they hired the person that baked the bread for their first store and made him a partner in the company.

This ensures that they have the desired bread for their burgers and ensure fresh bread everyday even if they are 400 miles away from the nearest bakery. . 3. Enumerate three (3) factors that contributed to Five Guys’ success in such a short time and what effect, if any, external markets had on these factors.  The three factors that contributed to Five Guys success in a short time can be summarized with their small menu, fresh ingredients and hand-cut fries in addition to an excellent customer service (Gilbert, 2010).

Their menu is pretty straightforward and simple which sends the message that they are in for a good food instead of fancy tricks or gimmicks. The freshness of their servings is guaranteed by their facilities also. Five Guys insists on not having a freezer in their outlets to guarantee that none of their meats are frozen. They also do not have microwaves or heat lamps and cut their potatoes in the store to be fresh and they are grown slowly in northern Idaho to ensure that they are tasty. In addition, their toppings are guaranteed fresh and customers can get whatever toppings they want at no extra charge (Morgan, 2010).

Their customer service are also one of the best in the industry and have two third party audits in each store every week to