How Five Guys, a Brand Built on Customer Experience, Finally Warmed Up to Advertising
By Sara Shaw • September 14, 2018
To customers, Five Guys is best known as a no-frills, dependably satisfying burger chain with a red-and-white aesthetic and a minimalist menu. But in the marketing world, Five Guys is known for being an international chain that doesn’t advertise. Yesterday, Five Guys embraces digital advertising via social, YouTube and programmatic—though admittedly at a far smaller level than what it spends on quality assurance. “Our customers continue to be really loyal and very passionate, but we felt like we should evolve and be available and top of mind. That’s when we tried to decide a few things,” said Five Guys vp of marketing, Molly Catalano. “Now we have started to do some [advertising], but we’ve only stayed in the digital space. So we’re just doing some social media, youtube and programmatic stuff. But that’s all recent.”