Five Guys Burger Franchises Analysis Term Paper

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They never cut the corners of their burgers something that has been their tradition since the inception of the company. They promote their products by treating their customers' right (Gilbert, 2010). They know that it is the customers who sell business enterprises because of the treatment they have been accorded. To make the customers realize that they put their money on food, they have from the onset made sure that their decor is made very simple- red and white tiles (Gilbert, 2010). This shows that they don't spend on decor but will go overboard when it came to food. That is also the reason why they don't spend their money on guys in chicken suits.

To remain relevant in its market niche and ensure that the quality of its products is high, the Five Guys prioritizes quality control. Their buns are toasted on a grill (Gilbert, 2010). They do not use bun toaster despite the fact that it is faster cheaper, and toasts more evenly because it doesn't give a caramelized taste. Their beef is 80% lean and never frozen (Gilbert, 2010). Their plants are always kept clean and one would be tempted to eat off the floor. Their burgers are made to order and that is the reason why they do not engage in drive through. This takes relatively longer time. The chain takes its time when making its products and that is one it is never ideal for people who are in hurry.

Aspects of the product that had positive influence on my perception of the overall experience

I was impressed with the way Five Guy spent their revenue towards marketing and advertising. While their competitors put 3% of their revenue into marketing, Five Ways collects 1.5% from all its franchises and give bonuses to its crews that score the highest on weekly third party audits (Gilbert, 2010).

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Their focus on quality, service, and cleanliness has endeared many of their customers to them. This has made them the market leaders in locations where they operate. They do not use frozen meat in making their burgers, neither do they use microwaves, heat lamps, and Trans fats (Gilbert, 2010). The chain simply uses simple menu. It makes cheeseburger, burger, fries, and milk shakes. The toppings like lettuce, grilled mushrooms, and jalapeno peppers do not attract extra charges.

Aspects of the product experience that had negative influence on my perception of overall experience

The growth of the company has been mercurial since 1986 with most of that growth occurring in the last seven years. If this growth is due to Five Guys small menu, fresh ingredients, and hand cut fries, then danger lies ahead because Five Guys may continue to expand unfettered until its salespersons loose enthusiasm and the chain gets too large to continue to source high quality fresh ingredients.

Physical evidence present in the purchase of your product

The stores displays it current potato supplier on a chalkboard next to its cash register to show the quality of its ingredients (Gilbert, 2010). The Five Guys also display cases in peanut oil stacks next to the entrance door as an assurance that they do not use trans fats.

Recommendations

To improve the customer service experience the Five Guys should continue providing high quality products without forcing customers to wait for long. Nobody would want to wait too long in the queue. They should also continue doing market research and diversify their product lines without just relying on their unique menu, fresh meat, and use of oil other than trans fats, and toppings as their edge over their competitors......

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