FIVE GUYS

Five Guys

Five Guys

It is an ordinary fast food restaurant. Five Guys' main focus is French fries, Hot dogs, and hamburgers. Five Guys was originated in Arlington, Virginia, but now its headquarter is located in Lorton. Its business is focused on hamburgers, along with few other choices, a little burger with one patty and hamburger with two patties of beef. Five Guys offer these burgers with bacon, American cheese, or both for premium charges. Vegetable sandwiches, grilled cheese, kosher style hot dogs are also offered by Five Guys, the buns that are used are egger and more sweeter than ordinary buns used by the fast food restaurants (BusinessWeek, 2011).

Five Guys has been showing a good growth and success in the fast food business. Five guys attracting customers by offering qualitative products. Regardless of not involving in marketing activities for their products, the business has gained a dedicated, emerging customer base, because of affirmative viral marketing.

Fast Food Chains

Fast food chains are rapidly growing businesses now days and catering a huge number of customers, their targets are patrons of cash strapped dining restaurants having premium products range which are shaping the stripe between two different categories. Like Jack in the Box Inc. is planning to start small sirloin burgers which will compete mini burgers offered by ordinary dining restaurants. Furthermore Burger King Holding Corporation has extended its capacity by installing installment of new broiler that has a capacity of more than sixty per cent of stores in Canada and U.S that has capability of cooking kebabs, ribs, and thicker burgers. Steven Kron, an analyst from restaurant explains that the difference between a casual diner and QSR, from a standpoint of product, has started to blur (Ziobro, 2009). However fast food restaurants can have competitive advantage over their competitors by offering tasty premium products.

Since five years fast food industry has been facing taught time due to recession in the economies. But Five Guys showed a successive and bullish trend in its business. By a self-proclaimed business approach focused on going with simple things, especially in last two years Five Guys has shown a tremendous growth without any stop (Hanacek, 2010).

Competitors

Five guys faces fierce competition from global giants like McDonalds, Burger King, Wendy's and also from the more local outlets like In-N-Out and Chik-Fil-A. Competition from the giants is majorly in terms of market share, intense advertising, and a global approach and hence more fame whereas the local businesses compete with Five Guys in terms of better priced food, value service and better taste and experience. Five Guys faces outright competition as most of its competitors have a higher market share than Five Guys. In 2008, McDonalds had a market share of 7.8% followed by Burger King with 3.6%. While Wendy's scored a 2.4%, Five Guys had barely 1.2% followed by In-N-Out (0.9%) and Chik-Fil-A (0.7%).

The giant competitors of Five Guys carry out intense all-media advertising campaigns which help them create enough attention so as to generate the desired consumer ...