Overview:

This case study on Five Guys forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the fast food chain has performed well in the downturn due to its focus on providing a small number of quality foods.
 
 Reasons to Purchase
 
 *Gain insight into the methods used by important industry players to give them a competitive edge
 
 *Identify specific areas for operational improvements
 
 *Capitalize on the knowledge of experienced companies when entering a new niche or market
 

Datamonitor View 1
 CATALYST 1
 SUMMARY 1
 Analysis 2
 The fast food market has become more competitive in the downturn as rivals compete to gain consumer appeal 2
 Fast food players are attempting to woo cash strapped consumers back with value meals, while tempting others to trade down with premium-style offerings 2
 Five Guys is a fast growing US fast food chain that has gained a loyal customer base due to its value for money food offerings 4
 Five Guys has made substantial gains since it agreed to franchise the brand across the US 4
 Five Guys addresses comfort and nostalgia trends with traditional food fare and 'retro' outlet décor 4
 Five Guys undertakes no marketing, relying on word of mouth to promote its business 7
 Five Guys attempts to maintain high standards of customer service by employing mystery shoppers to regularly judge its outlets 8
 Conclusion 9
 APPENDIX 10
 Case study series 10
 Methodology 10
 Secondary sources 10
 Further reading 10
 Ask the analyst 11
 Datamonitor consulting 11
 Disclaimer 11

 List of Tables
 Table 1: Five Guys timeline 4

 List of Figures
 Figure 1: A high proportion of consumers in the US are eating out less often due to the recession 3
 Figure 2: A significant proportion of US consumers eat at a fast food outlet on a weekly basis 3
 Figure 3: Five Guys' menu is limited to a small number of food and drink offerings 5
 Figure 4: Sensory factors are strong influences on purchases of food and beverages among consumers in the Americas 6
 Figure 5: Five Guys offers comfort food sold from an old fashioned diner style of restaurant 7
 Figure 6: President Obama's visit to a Five Guys' restaurant in 2009 generated free publicity for the company 8