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Entrepreneurial Leadership

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Philosophy: Set apart A fast food burger is a burger, right? Not at 5 guys. Other chains use frozen meat with additional preservatives and have extensive menus with items such as milkshakes, salads, desserts, etc. 5 Guys website states “We follow the philosophy of focusing on a few items, and serving them to the best of our ability. If we were to add to our menu, then you can guarantee that we would only do so if we could serve the highest quality product possible.” (5 Guys Website) They go on to add that if they are not able to do something the very best, better than what is already available out there via other venues, they are not going to do it at all. 5 guys have received several awards for being the best and this philosophy certainly is a big part of how they have maintained such consistent success. If you go into any 5 guys you will clearly see their simple approach from decorating to pounds of potato bags filling the dining area. You know you will get fresh cut fries and that is only one of the many fresh options available. The menu is not extensive as stated already, however it is classic and alluring. You can order a burger “your way” at Burger King, but it’s a whole other ballgame at 5 Guys. Here you can see the fresh selection list of toppings…all free of charge to make your burger the best it can be. This is not stingy burger or fries either. A small fry can easily feed two people as not only is the cup it comes in filled to overflowing, the bag they package your taters in gets an extra scoop. The best way to sum up the 5 Guys philosophy is from their mission statement, more a letter to the customers they serve rather than a statement about where they want to go or be. It can be found in every 5 Guys on a wall plaque simply stating: “Thank You Customers. You the customer are the most important visitor on our premises. You are not dependent on us, we are dependent on you. You are not an outsider in our business –you are a part of it. We are not doing you a favor by serving you– you are doing us a favor by giving us the opportunity to do so. Thank You. Five Guys”
Values and Strength 5 guys started when its founder, Jerry Murrell’s sons confided in their father that they did not want to go to college. He supported their decision and they used the tuition money to start the franchise. (Welch, 2010) The burger joint was started based upon offering the best and nothing less. They value the strength of their product. Money is not spent on advertising or decoration; it’s spent on the food and upon its employees. They rely on the goodness of their product to speak for them rather than advertising and it has paid off. Free advertising has come in the accolades of awards and rave reviews from food critics around the nation. They tried coffee and one chicken sandwich, they did not have the quality 5 guys was founded upon and that which keeps them in booming business…thus, they were squashed. You will only find burgers and fries at 5 guys…and a hot dog. A hot dog can be 100% all beef and remain the best, so they can serve it. Customers have asked for shakes for years, however until they can do them with real ice cream and real milk, it’s not going to happen. The value is in the customer and in quality ingredients, the strength is as well. Mr. Murrell notes in the article that the Pentagon, which was close to the first store called for an order to be delivered…their response? Nope. There are no special exceptions made for the government employees. When told that everyone delivers to them, a large banner was put up the next day “ABSOLOUTLY NO DELIVERY” and that’s when business from the Pentagon really picked up. They are a little bit in your face with the fact that if you want it done right the first time, you take your time and make it happen. They are unapologetic about the time it may take to make your perfect burger, even going as far as having a sign telling patrons there are faster places for a burger elsewhere.
3 Factors to 5 Guys Success It’s easy to determine 3 factors to success as outlined above by all the things 5 Guys is doing right. First and foremost, don’t cut corners. Use the best and give your best…how could you go wrong with an agenda like that? Second, your customer is the best salesman. Now, Verizon Wireless does advertise, however as a top leader in our industry we also subscribe to this thought. We know that customers make our business and so does 5 Guys. There is something to be said for the validity when two companies are at the top of their field by employing the same methods. Lastly, I’ll choose employee incentives. Another thing Verizon Wireless has in common with 5 Guys. If you treat your employees well, they will want to treat your customers well and customers will then give you the positive reviews that make a difference. (5 Guys Website) Ok, and one bonus…The owner regularly visits the stores. In a Bloomberg Businessweek article it’s noted he even put a $100 tip in the jar when ordering his simple burger. (Weise, 2011) That kind of personalization goes far with workers and makes their jobs fee more important.
Ethical and Social Practices Many companies are going green and the trend in the restaurant world is “local” as well. 5 Guys is no exception. Though they may not get their potatoes from a local farmer, you can easily see from a sign at the front of every store where that days potatoes (for their oh so yummy and fresh French fries) came from. Connecting the consumer to the home grown product is an important part of the overall transparency 5 Guys offers. (Peckenpaugh, 2012) 5 Guys is cognizant of International labor and human rights standards. They train their employees and members of the supply chain in human trafficking and slavery. (5 Guys Website) They are raising the bar in the industry for making sure that slavery and human trafficking are stamped out. I respect this so much as this is becoming an issue more and more in the public eye, this will certainly go a long way with customers as well. I know it makes me want to give them more business. Enjoy that next burger knowing that no humans were harmed in the making of your meal.

References
5 Guys Burgers and Fries information retrieved www.fiveguys.com
5 Guys Burgers and Fries retrieved http://www.fiveguys.com/about-us/faq.aspx
5 Guys Burgers and Fries (Human Trafficking) retrieved http://www.fiveguys.com/california-supply-chains-act-disclosure.aspx
5 Reasons Why 5 Guys is a Big Success retrieved from http://www.inc.com/ss/five-guys-burgers-and-fries#0
Peckenpaugh, D. (2012, May 18). Burger Wars, Part 2: Ethical and Transparent. Retrieved http://www.foodproductdesign.com/articles/2012/05/burger-wars-part-2-ethical-and-transparent.aspx#
Weise,K. (2011, August 11). Behind Five Guys Beloved Burgers. Bloomberg Businessweek. Retrieved http://www.businessweek.com/magazine/behind-five-guys-beloved-burgers-08112011.html
Welch, L. (2010, April 1). How I did it: Jerry Merrill, 5 Guys Burgers and Fries. Retrieved http://www.inc.com/magazine/20100401/jerry-murrell-five-guys-burgers-and-fries.html

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