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Bus 508 Entrepreneurial Leadership Writing Assignment 1: Five Guys

Analysis of entrepreneurial leadership in Five Guys.

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    Running head: Bus 508 Entrepreneurial Leadership Bus 508 Entrepreneurial Leadership Writing Assignment 1: Five Guys In your analysis of Five Guys Burgers and Fries, how did the company's commitment to quality, simplicity, and customer satisfaction contribute to its success in the fast food industry? Discuss how these core values set Five Guys apart from its competitors and how they helped the company scale its operations. In your response, address the company's approach to employee motivation, customer experience, and ethical practices. Ensure your response is 800 - 1000 words.

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    Bus 508 Entrepreneurial Leadership 2 Entrepreneurial Leadership Writing Assignment 1: Five Guys “Five Guys Burgers and Fries: Ingredients for Success” Five Guys Burgers and Fries has become a major contender for the forefront of the fast food market. The Company was founded by the Murell brothers in 1986 in Washington D.C. They created a fast food chain that quickly grew to become one of the largest revenue producing chains and franchises in the country. Five Guys was created with a very simple plan that has helped to set it apart in the fast food business. The founders adopted a philosophy that at the time was a leader on the fast food market. They created the business on the philosophy of “Sell a really good, juicy burger on a fresh bun. Make perfect French fries. Don’t cut corners” (Boone, 2012) This philosophy was extremely simple and helped to guide the future of the business. Five Guys puts extreme emphasis on providing the highest quality of food possible for the customer. The company uses grass fed 80% lean beef for their burgers. They also never freeze the meat. Everything that is prepared at the restaurant is fresh. The company spends extra money on quality ingredients such as Idaho Potatoes, and even takes the extra effort to prepare them in a way as to minimize the amount of oil the fries absorb when being made.

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    Bus 508 Entrepreneurial Leadership 3 Five guys have also followed the mentality that the customer will be the company’s best salesperson. The typical fast food chain spends 3% of revenue on advertising. Five Guys does not put anything towards advertisements. The company feels that if you treat a customer extremely well, give them a high quality product, the will leave and become a great source of marketing. Because the company does not spend money on advertising, they are able to take and put more money into quality of the food they prepare and let the satisfaction of customers be the avenue to which they market their product. The menu is simple, yet the company spends more on ensuring that no one leaves without being a satisfied customer. The extra money they put into the ingredients and time preparing the food fresh helps to maintain this “word of mouth” marketing strategy. Five Guys also ensures success by keeping a simple menu and ensuring that everything prepared in the restaurant is prepared fresh. The company’s website mentions “Five Guys does not currently have plans to add any items to our menu. 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” (Fiveguys.com, 2012). Fresh food preparation costs more than it would to stock up and buy in bulk. The company even made the original bread maker a partner to ensure that the original bread recipe never changes. The stores get a shipment of fresh buns in everyday, and the location and distance from the bakery does not matter.

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