Target Market of Five Guys

Let’s be real; we all love the quickness and deliciousness of fast food now and then. Teenagers and young adults especially have a preference for fast food. Because they are busy with homework, or work, having their meals should not be a stressful situation. Thus, ordering in or going to restaurants to have a burger and some fries seems to be the perfect meal. It is pretty tasty, takes only a few minutes to be prepared, and is affordable. One of the restaurants known for its mouth-watering hot dogs, burgers, and sandwiches is Five Guys. We are going to talk about that restaurant today.

First and foremost, we are going to discuss one of the campaigns of Five Guys.

The campaign of Five Guys that we are going to talk about is called ‘Five Guys Fans’. The consumers of this company are so loyal and truly into it that the company has dedicated a whole campaign to them.

This campaign was an awesome opportunity for Five Guys to connect its customers from different locations. This seems like a simple move at first. However, in reality, social media is such a powerful tool.

It enables different brands to promote themselves and actively communicate with their audience. This two-way contact seems like the obvious one and the one that all Instagram pages should aim at. But if we look at it slightly more deeply, we will come to realize that comments, likes, and interactive posts bring people together. It may all happen so unexpectedly. And people will find each other from the most random distances.

So, let us finally tell you how this campaign worked. All that people had to do was take a photo of themselves at any Five Guys location. They then had to post those photos using the hashtag #FiveGuysFans! They simply had to get creative with it.

It could be a photo of them having a burger. It could be a photo of the burger. Or it could be more of an artsy shot of the restaurant. There are no limitations when it comes to things like such.

All of the food that Five Guys offers is fresh. They never refrigerate their ingredients for future use. They ensure that people do not face health risks when consuming their food since there are many controversies involving fast food. Their fries look as awesome as they would if you made them at home instead.

For example, the bacon that Five Guys uses is purchased from a smokehouse. And it is not just any smokehouse. It is one of the only left few ones that even now use wood chips.

Five Guys gives its consumers a variety of options when making an order. People’s preferences with burgers vary. Some may enjoy pickles in their burgers, some may enjoy lettuce, and some may choose to skip the mayo. There are approximately 250000 versions of burgers that customers can base their decisions on.

Now, after making an order, customers generally have to wait. If they are at a restaurant, then they are surely hungry. What do they do then? They enjoy the free peanuts that the restaurant offers. Peanuts are nutritious, and they act as light snacks.

They will kind of help with hunger but will definitely not fill your stomach to a point where you will not eat your burger. While you wait, and after your food is ready, you can appreciate it within the rock-and-roll music that the restaurants play.

The next topic of the discussion is the communication strategy of Five Guys.

We are going to focus mainly on the slogans of Five Guys.

One of the initial slogans was “Best Burger”. The idea here is pretty clear. The aim of Five Guys is to make the best burgers and be the go-to option for its customers. It is no secret that the company has many competitors. So, having its position clearly set is an important aspect of its marketing.

The fact alone that at Five Guys, you can order over 250000 versions of a burger proves the point. It gives the restaurant an immense opportunity to indeed serve the best burger.

Another slogan is “Fast Food – Large Chains”. There are approximately 1500 locations of Five Guys, which is a significant number. The community that Five Guys has created is insane. Anywhere in America, you can find a Five Guys restaurant close to you.

Even that aspect of being so widespread ensures the quickness of finding the food you want. It is pretty accessible. It only probably takes a few minutes to reach the restaurant and a few minutes to have your food made. That sounds like an incredibly awesome way to feed your hunger if you ask us.

The next slogan is “Always Fresh. Never Frozen”. Restaurants that have many consumers tend to keep frozen food in their refrigerators. This saves them some time, and they are easily able to quickly serve the food. However, lots of people prefer fresh ingredients incorporated in their meals. There is a running stigma about fast food and its unhealthiness.

Five Guys is here to prove everybody wrong. With fresh ingredients, it makes a delicious variety of foods. On the Five Guys menu, you can see hot dogs, burgers, sandwiches, fries, and milkshakes. You can choose your own toppings for the dogs, sandwiches, and burgers. Those range from mayo, lettuce, and ketchup to hot sauce, green peppers, and onions.

This restaurant does not make its fries in unhealthy oils. It uses peanut oil which includes no cholesterol and is 100% pure. The milkshakes are also customizable.

The flavors range from Oreo, Peanut Butter, Salted Caramel, and others. You can choose to have them served with or without whipped cream. The sodas that you get with your foods are Coca-Cola products, so this company collaborates with the latter.

“Famous Burgers And Fries” is the last slogan of Five Guys. We already thoroughly mentioned the uniqueness and differences of both the fries and the burgers that Five Guys makes. Those are the signature food items of the company. The restaurant is not hiding the fact that it is famous and is pretty aware of it, hence the initial wording of the slogan.

The logo of the company is in red. Red is a pretty common color for logos of fast-food restaurants. McDonald’s has red, KFC has red, Burger King has red, and many others do. But the difference with Five Guys is that its logo is fully red. The most common idea that comes to the mind behind the reasoning of this color is ketchup, which acts almost as an inseparable aspect of fast food.

And then, at the bottom of Five Guys, we see the tagline “Burgers and Fries”. So, to the average consumer, it gives a clear understanding right away as to what foods they can have there. This simple-looking logo has the power to draw attention.

The logo is just words, and the font is a common one. All of the words are written in uppercase, except for the word ‘and’. But because of the color red, which instantly creates alertness in the human mind, the logo of Five Guys is a pretty powerful one.

Last but not least, we are going to take a look at the segment that Five Guys has chosen to target.

For making the job easier, let us watch this short video.

This video is a narration by a guy about which burger place to go to. He begins speaking about the advantages of Five Guys right away. He starts pointing out the reasons why you should choose Five Guys. The first reason is that the restaurants offer unlimited peanuts.

The second reason is the benefits of the fries that this restaurant makes. As we already mentioned, Five Guys makes its fries in peanut oil, which is considerably healthier than other fast-food chains’ oils. Then he mentions the freshness and deliciousness of the juicy patties for the burgers.

And then, of course, he talks about the variety of toppings that you can choose to put in your burgers. We see the final version of a burger and a customer delicately enjoying it.

What can we pick up from this ad?

Well, cooking and tasty eating are the main hints that we receive from this video. The narrator is being sarcastic while incorporating jokes here and there, but we can clearly see his love for that burger he is describing.

And the other hint is the preference of Five Guys, his favorite place to eat. He would pick it over anywhere else. He knows that he loves the food there, so there is no valid reason to visit somewhere else.

We can already guess that the segment that Five Guys has chosen to target is Nesters.

Lifestyle and values:

Nesters are typically pretty traditional. They adore their family and like to have their special role there. Everything they achieve in their lives is mainly for making their family happy and comfortable.

Nesters enjoy gathering with their families during the weekend. This makes them feel appreciated and like they have a place where they belong. This segment adores cooking for loved ones, which makes the kitchen their favorite room in the house.

Because Nesters spread traditional values, they are also pretty faithful. Faith is not only limited to a chosen religion. But, in fact, Nesters are incredibly authentic in their relationships. This segment sees the best in people and has high expectations from everybody surrounding them.

In life, Nesters generally tend to go with the flow. They do not think that they are able to change something considerable in their lives.

This segment chooses to dress like most people around them do because they do not like standing out in the crowd. When it comes to fashion, comfort is what matters first.

Nesters like to be productive with their time. They have set routines that they follow. That is because this segment prefers security and ​unnecessary surprises.

The jobs that Nesters are searching for are based on solidity rather than money. They do not admire taking risks.

​Nesters choose to be in long-term relationships with people with similar values. For example, their ideal partner should also be integrated into their family.

Nesters go for ‘tested but proven’ technological devices. They would rather be safe than sorry with items that they invest in.

​​​Brand usage:

Most of the time Nesters purchase from affordable or domestic brands. They look for good deals and discounts whenever possible. Comfort comes before style.

Before going shopping, this segment has to organize every minute of the trip. They usually save money to be able to buy things they need. They are productive even when going shopping. Instead of going by car and wasting time in traffic, they use their bikes.

For grocery shopping Nesters go to more affordable supermarkets so they can buy large amounts of goods. They have their favorite shops to go to.

Nesters are not about to be influenced by ongoing trends. Instead, they just ask for opinions. They prefer to purchase from domestic brands even when the quality of the products is not as good as foreign brands’.

Other interesting facts:

Nesters spend their free time with family, watching tv, gardening, or having dinner. For staying up-to-date about the situations happening in their surroundings, Nesters read magazines and watch TV.

We will not be surprised if you are hungry after reading this blog. So, get in your car, and drive to your nearest Five Guys. If you are a foodie interested in finding out about the marketing strategies of more restaurants, visit our main page. We come up with blog articles about companies from varying fields. So, you will surely find the blogs of your interest.

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