Five Guys Pricing Strategy - Why We Willingly Pay Extra

The Allure of Five Guys Burgers and Fries

The smell of sizzling beef patties and hot french fries wafts through the air whenever you pass by a Five Guys location. The tempting aromas draw you in, luring you to take a closer look at the straightforward burger joint. Unpretentious and without frills, Five Guys offers the promise of a tasty burger made with quality ingredients and cooked to order.

What Makes Five Guys So Appealing?

There are likely a few Five Guys restaurants located not too far from where you live. As of 2021, there were over 1,500 Five Guys outlets spread across North America and Europe. The chain expanded rapidly during the 2010s and shows no signs of slowing down. So what makes Five Guys so popular and compelling? There are several key factors at play:

• Consistent, quality ingredients. Five Guys burgers are always cooked to order and made with fresh beef patties and toppings.
• Customization options. You can top your burger at a Five Guys exactly how you want it with a wide selection of free toppings.
• Cajun-style fries. Crispy on the outside and fluffy on the inside, Five Guys fries are fried in peanut oil and generously portioned.
• In-store peanut shells. Adding an element of fun, customers are encouraged to toss leftover peanut shells on the floor while they wait for their orders.
• Rewards program. Members earn points towards free burgers and fries.

The Five Guys Pricing Strategy

From the day it opened its doors in 1986 in Arlington, VA, Five Guys has always focused more on quality and taste rather than low prices. Make no mistake - Five Guys is not cheap. Their leaning towards premium ingredients drives food costs higher. Portion sizes are generous as well. You’re easily looking at $10-15 for a burger, fries and drink combo. While that’s not outrageously expensive, it is pricier compared to other better-known fast food chains. McDonald’s, for example, can feed you for under $6.

How Five Guys Justifies Their Pricing

For the most part, Five Guys customers seem more than willing to pay the premium prices. The chain is thriving all over the world. People happily fork over the money for Five Guys burgers. So how does the company rationalize their above-average asking prices?

Emphasis on Sourcing Quality Ingredients

From early on, Five Guys has stressed that they only use premium-grade beef for their patties. They source it from the same Irish company that supplies meat to high-end restaurants. Likewise, the toppings and bread that accompany each burger are chosen carefully to ensure freshness and bang for your buck. There are no shortcuts taken on ingredients to cut costs.

Made to Order is Worth Paying Extra For

Many fast food places pre-cook burgers in bulk ahead of time to speed up service. The patties may sit around for a while before being served, compromising texture and taste. At Five Guys, you always know your burger was just freshly grilled since each one is made especially for you. It comes straight off the grill and to your table. That made-to-order preparation commands a higher price.

Overstuffed for Satisfaction

Portion sizes run generously large at Five Guys as well. The burgers are bulked up with extra patties crammed inside for maximum fulfillment. Most folks can barely finish their meals in one sitting. You undoubtedly walk away feeling like you got your money's worth. With so much food, the larger cost makes sense.

Savings Opportunities Exist Too

While Five Guys doesn't promote themselves as a discount fast food chain, you can occasionally save money on meals there. Joining their rewards program enables you to earn points towards free food. Special mom and dad discounts take 15% off. And during holidays like Fourth of July and Labor Day, hot dogs and other items may be offered for lower promotional pricing. So Five Guys does make selective value-oriented deals available at times.

Is Five Guys Worth Paying Extra For?

Overall, Five Guys continues to win over hordes of loyal followers who happily accept the chain's pricing strategy. The focus stays squarely on serving fresh, delicious burgers and fries made right in front of you. Paying a little extra supports those quality standards. Based on ever-increasing sales, most agree it’s worth it!

FAQs

Why is Five Guys more expensive than other burger chains?

Five Guys uses premium grade beef and carefully sources high quality toppings to make their burgers. They also handmake each burger to order instead of pre-cooking in bulk, which costs more. Generous portion sizes also drive prices higher.

Does Five Guys offer any discounts or deals?

Yes, Five Guys has a rewards program where you earn points towards free food. Select discounts like 15% off for mom and dad are sometimes promoted too. And seasonal deals around holidays can lower prices on items like hot dogs.

Is the food at Five Guys worth the higher prices?

Most customers believe so. Five Guys has extremely loyal fans who come for the fresh, juicy burgers made from quality ingredients. The generous portion sizes also deliver satisfaction. So paying a little extra is acceptable.

How can I save money at Five Guys?

Join their rewards program to earn points for free food over time. You can also watch for periodic discounts they offer to parents or on seasonal menu items. Splitting one order between friends since portions are so big can save as well.