See how Five Guys keeps its family-owned personality—while letting over 1,200 franchisees join the conversation on social
Discover this burger chain's recipe for mixing user-generated content from its million-plus followers with hyper-local targeting—to serve up a great social experience.
In 1986, Five Guys opened its first location in Arlington, Virginia as a family-run restaurant named after, you guessed it, five brothers. Five Guys now have more than 1,200 franchises across the US, Canada, England, and Scotland.
Followers from Facebook, Twitter, and Instagram
Locations around the world
Mentions from a single social media campaign
What they did
The Five Guys online strategy—led by Online Marketing Specialist Kenneth Westling—relies primarily on social media for the bulk of their promotional activities, as well as customer service and public relations.
By connecting directly with customers instead of talking at them, the marketing team keeps the unique Five Guys voice as fresh, exciting, and authentic to new audiences as the already-engaged customer base in the US.
By monitoring a variety of different hashtags it gives us the opportunity to react quickly to negative experiences, but also the opportunity to reach out to those individuals who are either trying us out for the first time, or simply telling us they enjoy our food. These are things we love to hear, and love having the opportunity to engage with these customers on a more personal level.