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Entrepreneurial Leadership

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Introduction:
An ultimatum. “Start a business or go to college.” This was the advice given to Jerry and Janie Murrell’s four sons. Soon thereafter Five Guys Burgers and Fries was born. The Murrell family opened the restaurant in Arlington, Virginia in 1986, quickly becoming an institution in the area. From 1986-2001 the Murrell family business went from one location to five in the Washington – DC metropolitan area. In 2003 the Murrell’s decided to give franchise opportunities and have exploded nationally, becoming America’s Fastest Growing Fast-Food Chain. In this analysis I will determine the Five Guys philosophy and differentiating factors from its competitors. I will also analyze the firm’s original values, and other factors that have contributed to its explosive success as a start-up and over the last 10 years.
The Philosophy and Original Values
The philosophy of Five Guys Burgers and Fries has been to “sell a really good, juicy burger on a fresh bun. Make perfect French fries. Don't cut corners. (Welch)” Five guys competes in what is known as the fast-casual restaurant market. This is a mix of the traditional fast-food / quick service restaurant like McDonalds and more casual dining entities such as Applebees. By focusing on quality as a primary driver rather than speed it creates a sub-set within the restaurant industry. Five Guys has a very a limited menu and focuses its attention towards creating the highest quality burgers and fries at a reasonable price point. Jerry Murrell, founder, chief executive and father of the “Five Guys” is committed to nothing less than the best burger and has continued efforts to not sacrifice quality for price.
Quality is defined as the standard of something as measured against other things of a similar kind. Five Guys Burgers and Fries have found their advantage to be found directly in the quality of their product. Wendy’s “Fresh never frozen” claim has been brought to fruition in this national burger joint. One will not find any freezers in a Five Guys restaurant. These burgers are made from 80/20 ground chuck without any chemically treated additives. Lean Finely Textured Beef or “Pink Slime” as it is popularly known has been a point of contention within the restaurant industry for the last several years. This product is treated with ammonium hydroxide and then added to traditional beef product which then increases the leanness of the final product.
Five Guys’ French fries are held to an impeccably high standard. Rather than using dehydrated French fries the company only uses fresh potatoes, mainly from Idaho. In an interview for the Forbes’ article “Five Guys: America’s Fastest Growing Restaurant Chain” Jerry Murrell stated that “Fries are much harder than burgers…We work day and night on them, all the damn time.” This further reinforces the restaurateur’s commitment to high quality.
Contributing Factors to Five Guys Success
Five Guys Burgers and Fries has been deemed the fastest growing fast food restaurant. Considering that it has sold through all of its franchise territories in the United States within 10 years of its franchise that is merit much deserved. Quality, strong corporate governance and a hands-off marketing strategy are all factors that have contributed to the firm’s success
When the Murrell family made the decision to begin franchising its business it was only after much argument from Jerry Murrell. His concerns were centered on the quality standards Five Guys Burgers and Fries had developed over 15 years of business. He worried that franchising may lower those standards and be of detriment to the brand. Because of these concerns Five Guys has developed an extremely rigid franchisee agreement and corporate governance policy. One so tight that Jerry Murrell isn’t sure if he’d sign it himself (Burke.) In order to franchise with Five Guys Burger and Fries an organization must e financially sound and commit to purchasing at a minimum five franchise licenses. This insures that franchises are able to carry the financial burden. Five Guys encourages its franchisees to be very aggressive with their growth. Therefore a new franchisee, one without previous experience, may not fare well under these pressures.
As has been discussed, Quality is the number one most important factor in Five Guys’ success. The Murell family spent a lot of time as sole proprietors developing the standards and methods regarding the product. These standards are held in the highest regard at each and every Five Guys location. Weekly audits are conducted to uphold those standards. A unique factor in the operations of five guys’ restaurants is that one will not find any timers in the kitchen area. Chad Murrell, is in charge of training for the firm. The restaurant emulates the style of many “mom and pop” burger joints that follow an intrinsic instinct to know when product is ready to be served. Teaching each and every employee the winning method behind the award winning burger and fries is something that is difficult to emulate. Thus giving Five Guys Burgers and Fries a competitive advantage.
The Murrell family has such a strong faith in their product that they have made it a policy to have a very hands-off marketing strategy. All reviews are unsolicited. The product plainly speaks for itself.
Social and Ethical Practices.
In order to maintain the integrity of Five Guys iconic “Burgers and Fries” the Murrell family has had to create a franchise structure that would embrace their core values and goals. As has been affirmed many times throughout this analysis Quality is the firm’s primary driving force. Through thorough training and employee incentives the firm has maintained high standards. Five Guys provides cash regards to store locations with the highest scores obtained during weekly standard audits.
In compliance with the California Transparency in Supply Chain act of 2010, the firm has made an explicit commitment to lawful, ethical and fair business practices. This includes the non-usage of enslaved or trafficked individuals as a labor source.
Conclusion:
Five Guys Burgers and Fries was the vision of a Michigan native missing mom-and-pop type of shops has turned into a nationwide empire. By focusing on becoming the best at a limited number of products, Jerry Murrell and family have been able to differentiate themselves from traditional fast-food restaurants. This firm has created a great stake in the fast-casual industry. By focusing on consistent quality and standards during its expansion, Five Guys has created a product that speaks for itself. Simple ingredients, straight forward and from the heart is what you will get when ordering a Five Guys burger.

References
About Us. Five Guys Burgers and Fries. Retrieved from http://www.fiveguys.com/about-us.aspx
Burke, Monte. (2012.) Five Guys Burgers: America’s Fastest Frowing Restaurant Chain. Forbes. Retrieved from http://www.forbes.com/sites/monteburke/2012/07/18/five-guys-burgers-americas-fastest-growing-restaurant-chain/
Eaton, John.(2013.) Fast-casual at center of restaurant industry battle for taste buds, wallet. Business First. Retrieved from http://www.bizjournals.com/columbus/print-edition/2013/09/13/fast-casual-at-heart-of-industry.html?page=all
Hanacek, A. (2010, April). Five stars for Five Guys. National Provisioner. p. 8.
Janowitz, N. (2007). Five Guys sticks to burger-and-fries formula. Shopping Centers Today, 28(7), 32-33.
Licata, E. (2009). FIVE GUYS. Nation's Restaurant News, 43(18), 58.
SMITH, D. P. (2013). Building a burger empire together. Family Business, 24(5), 39-42.
Staff. (2008.) What exactly is Fast Casual?. Franchise Times. Retrieved from http://www.franchisetimes.com/January-2008/What-exactly-is-fast-casual/
TAMONITOR: Five Guys Case Study. (2010). Five Guys Case Study: Maintaining Growth in Fast Food with a Simple Menu & Quality Focus, 1-11.
Welch, Uz. (2010.) How I Did It: Jerry Murrell, Five Guys Burgers and Fries. Inc(dot). Retrieved from (http://www.inc.com/magazine/20100401/jerry-murrell-five-guys-burgers-and-fries.html
Williams, Crystal. (2012.) Where’s the beef? .http://works.bepress.com/cgi/viewcontent.cgi?article=1000&context=crystal_williams

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