Contemporary Marketing of Five Guys Burgers - Essay Example

Five Guys Burger is guided by the philosophy that if someone is going to sell burgers and fries in a restaurant in an industry crowded with fast food chains selling burgers and fries, then they better do the products better than anyone else (Kurtz, 2012). They believed that they were in the business to sell burgers and the customers were the most important part of the business. They believed that the customers were favoring them by allowing the five guys to serve them.

This helped the owners develop over 250,000 ways of ordering burgers to reach the maximum number of customers. The chain produces burgers from freshly ground beef, which is never frozen. They also filled their menu with fat-free products, which have attracted preference from several customers. The original aim of the food chain was to provide healthy burgers and fries to customers, which would also be ordered easily. The entrepreneurs introduced ingredients that were fat-free and used meat that was not frozen (Longenecker, 2012).

This created the need for fresh food that drew several customers. The food chain also targeted customers from all age groups. They introduced food that caters to the taste and preference of every person, including vegetarians. Serving customers was also part of their core values and they introduced thousands of ways of ordering burgers and fries. Customers receive unlimited free refills of their drinks and are served peanuts as they wait for their orders to be processed (Motz, 2008). These aspects have made Five Guys Burgers a preferred source of fast food compared to other restaurants.

Their burgers are larger than those of competitors and they have introduced naked pizza that is prepared locally. Food products such as burger buns are prepared at the stores from scratch to ensure freshness. Freshness is a major factor that has led to the success of Five Guys Burgers. The food chain utilizes natural ingredients to prepare the burgers and fries. Potatoes are peeled in the stores and buns are prepared by the chefs from scratch (Rust and Raffetto, 2010). They utilized whole grain crusts, hormone-free meat, and fresh vegetables to prepare their food.

Customer service has also contributed to the success of the Five Guys Burger. The owners have developed applications for their phones that enable them to access customer invoices at any time and from any place. Technology has introduced several ways of ordering burgers and fries from the food chain at any location. Customers receive refills and peanuts as tokens as they wait for their orders, a move that has established the food chain as the favorite among other restaurants. The activities of Five Guys and other local fast-food restaurants have made competitors such as KFC and McDonald's lose part of their market share.

Five Guys and other locally established burger places give customers a better value for money, which has increased pressure on global competitors. Five Guys restrain from using frozen and dehydrated products for customers to set its taste apart from competitors. A business organization has to set itself apart from competitors to gain a competitive advantage.