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FIVE GUYS BURGERS AND FRIES

The Client

American cult burger and fries joint Five Guys opened its first ever Singapore store in December 2019. Founded in 1986 in Washington, D.C., Five Guys stands by its simple ethos of quality food and service in a casual setting. With no freezers, microwaves or timers in the kitchens, all ingredients – from its hand-pressed beef patties to its hand-cut fries to its produce – are prepared fresh daily.

Project Brief

Believing that quality food speaks for itself, Five Guys sought to educate its customers in Singapore on how their food is stored, prepared and cooked. Though a private media launch with slightly over 80 attendees, we introduced how Five Guys ensures quality from kitchen to table to local media and key opinion leaders in food and beverage community.

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Beyond it being a usual food tasting session, live cooking and food ordering demonstrations were conducted to leverage on the brand’s open kitchen concept and highly customisable menu. 

For instance, Five Guys conducts fry calibrations twice a day (once for the day shift and once for the night shift) to ensure a perfect Five Guys fry. Quality is not taken for granted as they identify how fries are affected by different variables such as the age of the oil used, the origin of the potatoes and the time of the year the potatoes were grown. Lastly, without using any timer, the crew are trained to identify the perfect doneness of the fry, which is described to be “firm on the outside, with a mash potato centre”.

When asked what sets Five Guys apart from other burger restaurants, we have always emphasised on how the brand remains true to itself. From the food to keeping the dining area clean and tidy, the dedication to achieving their personal best shows for itself.

Results

In the media, Five Guys was featured in 35 different publications in December alone, and in notable titles such as The Straits Times, Lianhe Wanbao, The New Paper, 8 Days, CNA Lifestyle, The Business Insider, Time Out and BURO. Five Guys also received exclusive interviews with 8 Days, Money 89.3 FM and Nikkei Asian Review.

Launching the social media pages concurrently with the media event, we saw an optimistic 34% increase in followers within a day. The buzz generated on social media enabled Five Guys Singapore’s Instagram page to surpass 1K followers before the end of December 2019. With interactive and engaging content being rolled out weekly, Five Guys Singapore’s social media pages have seen an increase of an average of 150 followers every month.