Five Guys Campaign Book
Sawyer Johnson CAP 210-01 Professor Stipe
OVERVIEW If there's one thing most Americans can agree on, it's that they love a good burger. And if there's one thing Five Guys Burgers and Fries knows, it's how to make a darn good burger. Five Guys has the flawless combination of the quick pace and relaxed environment of a fast food restaurant with the freshness and quality of food of a sitdown that melts together like American cheese between two perfectly seared patties. The purpose of this campaign is, in it's simplest form, to further the growing popularity of the Five Guys brand. The company has exploded into the food and beverage world over the last decades and continues to be one of the fastest growing fast food chains in the country. The goal of this campaign is to reinforce that title and keep the momentum going.
1
HISTORY The first Five Guys Burgers and Fries restaurant opened in Arlington, Virginia in 1986. Since it's beginnings as a small "holeinthewall" gem tucked away in a strip mall, it has undergone immense growth, gaining traction through word of mouth, and gaining the attention of customers, the media, and even President Obama. Today, there are over 1000 restaurants in 47 of the United States, and parts of Canada, the United Kingdom, and the Middle East.
2
PURPOSE STATEMENT As a burger fanatic, I quickly grew tired of dry, everyday fastfood burgers as well as over complicated pub burgers. It wasn't until I discovered Five Guys about two years ago that I found the perfect middle ground: a great, juicy burger without the "fluff" of add ins and strange toppings. A peculiar trait of Five Guys that I noticed is that they do not advertise. They have relied solely on word of mouth, a cult following, and letting the food speak for itself in order to stay in business. So far it has worked, but more and more entrepreneurs are catching on. Other burgeroriented fast casual restaurants such as Smashburger are entering the playing field and growing at nearly the same rate as Five Guys. If Five Guys wants to remain the front runner, especially now that they are franchising, they will need to create a unified brand image and differentiate themselves from the growing competition through advertising.
3
POINT OF DEPARTURE Because Five Guys has not done advertising in the past, I have basically been handed a blank canvas. The CEO of the company has stated that he does not want to run ads for limited time menu items or promotions, and I think that should remain true because that choice in itself differentiates Five Guys from the large corporate fast food chains such as McDonald's and Wendy's. Instead, my point of departure will be launching an advertising campaign that focuses on building an identity/personality for the brand. I believe that, if done correctly, my campaign will increase share in the fastcasual market while retaining the essence of a laid back, holeinthewall, no nonsense burger joint that draws customers in. This campaign will run for a 2 month period from July 15th to September 15th, because most college students will be heading back to, or starting school.
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WHAT TO EXPECT This plan book will include eight major sections: Target Audience Analysis Positioning Strategy Advertising Objective Copy Platform Creatives Media Plan IMC Plan Budget Comparison
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DMA The DMA I chose was Lafayette, Indiana because it held the highest index for "prefer fast food to home cooking." In addition, Indiana is home to 24 Five Guys restaurants and many colleges including Purdue.
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TARGET AUDIENCE Demographic/Geographic In an article for Restaurant Development + Design called "Millennials and the fastcasual experience," I found that the majority of consumers interested in the fastcasual industry are Millennials in the 1830 age range. I want to target college students who live on or near campus and are fairly close to large cities that will most likely have a Five Guys. Behavioristic My consumer market is primarily made up of semisole users that have a medium usage rate. They have fairly low incomes and are price sensitive, but go out to eat on occasion with peers. They will spend a little more for quality food.
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Psychographic In the same article for Restaurant Development + Design, the most soughtafter fastcasual characteristics by Millennial consumers were: Create an Experience Make it Frictionless Offer Customization Build Loyalty Demonstrate Value
POSITIONING STATEMENT I believe the ideal positioning for Five Guys to have is a "nononsense" atmosphere. Five guys is the best place to go if you're looking for a good burger with some crispy fries, and nothing else. No chicken sandwiches, no salads, no limited time menu items or promotions. Every time a customer goes into a Five Guys restaurant, he/she should know exactly what to expect: quality food, speedy service, and a laidback environment. The interior speaks for itself with the kitchen in plain sight, fresh, soontobefries, potatoes lining the outer walls, and a burger heavy menu plastered above the counter. In Relation to the Competition InNOut: Five Guys is much younger than InNOut, so it has a less established name in the burger business. However, according to a Chicago Tribune article, a Market Force Information survey revealed Five Guys as the #1 preferred burger chain, with InNOut coming in second. Five Guys will be presented as fresher, newer, and more authentic than InNOut, which has a fast food chain presence. Smashburger: Smashburger is even younger than Five Guys, however it is still a
8
force to be reckoned with. Smashburger presents itself as hip, edgy, and sleek, whereas Five Guys will retain a sense of simplicity. The focus is on the food.
OVERVIEW If there's one thing most Americans can agree on, it's that they love a good burger. And if there's one thing Five Guys Burgers and Fries knows, it's how to make a darn good burger. Five Guys has the flawless combination of the quick pace and relaxed environment of a fast food restaurant with the freshness and quality of food of a sitdown that melts together like American cheese between two perfectly seared patties. The purpose of this campaign is, in it's simplest form, to further the growing popularity of the Five Guys brand. The company has exploded into the food and beverage world over the last decades and continues to be one of the fastest growing fast food chains in the country. The goal of this campaign is to reinforce that title and keep the momentum going.
1
HISTORY The first Five Guys Burgers and Fries restaurant opened in Arlington, Virginia in 1986. Since it's beginnings as a small "holeinthewall" gem tucked away in a strip mall, it has undergone immense growth, gaining traction through word of mouth, and gaining the attention of customers, the media, and even President Obama. Today, there are over 1000 restaurants in 47 of the United States, and parts of Canada, the United Kingdom, and the Middle East.
2
PURPOSE STATEMENT As a burger fanatic, I quickly grew tired of dry, everyday fastfood burgers as well as over complicated pub burgers. It wasn't until I discovered Five Guys about two years ago that I found the perfect middle ground: a great, juicy burger without the "fluff" of add ins and strange toppings. A peculiar trait of Five Guys that I noticed is that they do not advertise. They have relied solely on word of mouth, a cult following, and letting the food speak for itself in order to stay in business. So far it has worked, but more and more entrepreneurs are catching on. Other burgeroriented fast casual restaurants such as Smashburger are entering the playing field and growing at nearly the same rate as Five Guys. If Five Guys wants to remain the front runner, especially now that they are franchising, they will need to create a unified brand image and differentiate themselves from the growing competition through advertising.
3
POINT OF DEPARTURE Because Five Guys has not done advertising in the past, I have basically been handed a blank canvas. The CEO of the company has stated that he does not want to run ads for limited time menu items or promotions, and I think that should remain true because that choice in itself differentiates Five Guys from the large corporate fast food chains such as McDonald's and Wendy's. Instead, my point of departure will be launching an advertising campaign that focuses on building an identity/personality for the brand. I believe that, if done correctly, my campaign will increase share in the fastcasual market while retaining the essence of a laid back, holeinthewall, no nonsense burger joint that draws customers in. This campaign will run for a 2 month period from July 15th to September 15th, because most college students will be heading back to, or starting school.
4
WHAT TO EXPECT This plan book will include eight major sections: Target Audience Analysis Positioning Strategy Advertising Objective Copy Platform Creatives Media Plan IMC Plan Budget Comparison
5
DMA The DMA I chose was Lafayette, Indiana because it held the highest index for "prefer fast food to home cooking." In addition, Indiana is home to 24 Five Guys restaurants and many colleges including Purdue.
6
TARGET AUDIENCE Demographic/Geographic In an article for Restaurant Development + Design called "Millennials and the fastcasual experience," I found that the majority of consumers interested in the fastcasual industry are Millennials in the 1830 age range. I want to target college students who live on or near campus and are fairly close to large cities that will most likely have a Five Guys. Behavioristic My consumer market is primarily made up of semisole users that have a medium usage rate. They have fairly low incomes and are price sensitive, but go out to eat on occasion with peers. They will spend a little more for quality food.
7
Psychographic In the same article for Restaurant Development + Design, the most soughtafter fastcasual characteristics by Millennial consumers were: Create an Experience Make it Frictionless Offer Customization Build Loyalty Demonstrate Value
POSITIONING STATEMENT I believe the ideal positioning for Five Guys to have is a "nononsense" atmosphere. Five guys is the best place to go if you're looking for a good burger with some crispy fries, and nothing else. No chicken sandwiches, no salads, no limited time menu items or promotions. Every time a customer goes into a Five Guys restaurant, he/she should know exactly what to expect: quality food, speedy service, and a laidback environment. The interior speaks for itself with the kitchen in plain sight, fresh, soontobefries, potatoes lining the outer walls, and a burger heavy menu plastered above the counter. In Relation to the Competition InNOut: Five Guys is much younger than InNOut, so it has a less established name in the burger business. However, according to a Chicago Tribune article, a Market Force Information survey revealed Five Guys as the #1 preferred burger chain, with InNOut coming in second. Five Guys will be presented as fresher, newer, and more authentic than InNOut, which has a fast food chain presence. Smashburger: Smashburger is even younger than Five Guys, however it is still a
8
force to be reckoned with. Smashburger presents itself as hip, edgy, and sleek, whereas Five Guys will retain a sense of simplicity. The focus is on the food.
