five guys new product presentation

Brand Mantra

4 P’s

Brand Element

s

Secondary Sources

Brand Resonance

Equity Rating

WOW Factors

ByKristin Burger

Caio FernandesCaitlin KleinNick Leach

Jared Padilla

2

Five Guys is a convenient, fast paced restaurant chain with over 1,000 locations through

out the United States and Canada. This fast-growing red & white checkered chain,

uniquely uses peanut oil within their foods, and focuses on beef hamburgers, hotdogs

and French fries. There are several competitors when it comes to burger joints, but for

this project, we will compare Five Guy’s to In-N-Out, Fuddruckers, and McDonalds.

3

Positioning Statement

Five Guys is the only peanut oil based burger restaurant that offers high-quality and

fully-customizable American food for 17-25 year olds in a convenient and family

oriented environment.

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich

Concept 3: Milkshakes

WOW: Customize

Fries

Overall Recommen

dationsAppendix

Target Market: 17-25 year-oldsCategory: BurgersStrategy

Appeal to emotion: Sense of family, Lively, and Young.Price: Premium pricing

Competitors:

POP’s POD’s

4

BurgerFries

ConvenienceAmerican Food

Accessible

Peanut Oil BasedCustomization

Fun AtmosphereVariety of Toppings

Quality

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

Overall Recommen

dationsAppendix

POD Ratings5. Peanut Oil Based4. Customization3. Quality2. Variety of Toppings1. Fun Atmosphere

5

Five Guys

Fun

Lively

Big Portion

Peanut Oil Based

Convenient

Friendly

Premium

Five Guys

Peanut Allergies

Limited Menu

MessyGreasy

Slow

Positive Negative

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Mental Map

Strong Favorable Unique

• Premium• Big Portions• Convenient Locations• Customization

• High-Quality• Free additional toppings• Fun Atmosphere

• Cajun Fries• Peanuts• Peanut Oil Based• Red and White

Checkered theme

Core Brand Values• Premium• Burger Restaurant• Young & Lively

Atmosphere

Brand Mantra

Association Categories• Good Burgers• Customization• Premium• Classic (Red & White

Checkers)

6Brand

Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

Overall Recommen

dationsAppendix

7

Emotional Modifier

Descriptive Modifier

Brand Functions

Young & Lively

Premium Customizable

Burger Restaurant

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

Overall Recommen

dationsAppendix

Brand Mantra

POG Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

SocialRegular fries’

customers have the power to switch the

purchase to a healthier alternative.

Increase in the “health conscious” customers

rate

Cooking (frying) procedures with peanut oil.

Fresh potatoes from close-by farms.

Cooking technology is already established (no

need to add new machinery).

Healthier associations towards Five Guys menu.Greater variety of sides.Competitors have sweet

potato fries as a successful alternative to the regular fries option

Salty sweet product as a healthier alternative to the

regular and Cajun fries and that adds to the variety of sides

Economic

Technology

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

DescriptionSweet Potato Fries are a new addition to

the Five Guys French fries menu. It’s a salty sweet and nutrient rich addition

packed with vitamins, fiber and a complete serving of protein.

Special Features• Addition to fry variety• Savory Snack• Healthier alternative than “Regular

and Cajun” fries

Sweet Potato Fries

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Focus GroupOur Focus Group revealed that this should be a profitable new item for the fry menu.67% of the recipients had sweet potatoes as their personal favorite of the four new product concepts. The other 33%

Survey89% think that this is a good addition to the Five Guys fry menu.58% of respondents were “very interested” in buying Sweet Potato Fries.74% would associate “variety” with the new product of Sweet Potatoes. 53% would feel “happy” when they consume this product.

Research

Five Guys Associations

Tasty4.44

Quality4.28

Greasy3.78

Unhealthy3.78

Fresh3.67

Variety3.61

Fun3.5

Expensive3.39

Sweet Potato Fries

Tasty4.44 4.22

Quality4.28 4.17

Variety3.61 3.83

Fun3.5 4.61

Exciting3.78

Adventurous3.39

Yummy3.72

Transfer

3 Factor Model

4 Factor Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Sweet Potato Fries

Quality

Variety

Fun

ExcitingAdventurous

Yummy

Tasty

Five Guys

Tasty

Quality

HealthyExcitedHappy

Fun

Variety

ATAR Projection

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Recommendations

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Branding Strategy

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Branding Strategy

Modified brand (

Sweet potato fries are a modified brand because it adds variety to Five Guys while still being in the burger restaurant category serving burgers and fries. This new product adds another fry option, allowing customers to customize their fry order. It also adds an option that many other companies in their market have. It uses uses peanut-oil for the product just like the parent brand.

Extension Strategy

Sweet Potato Fries are a new addition to the

of protein.

Extension Classification

Line extension

Branding Strategy

Modified brand (adding a

different type of fries option)


Line Extension (Sweet potato fries fall under the same category of a burger restaurant serving burgers and fries )

Extension Strategy

• Product allows Five Guys to be more customizable

• Uses peanut-oil from parent brand

• Adds more variety

Post Extension Mental Map

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Five Guys

Yummy

Lively

Peanut Oil Based

ConvenientVariety

Premium

Adventurous

POG Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

SocialIncrease in the “health conscious” customers

rate.

Primarily female population are willing to purchase a product

at Five Guys that provides with better

nutrients

Cooking technology is already established (little change in the machinery

needed).

Changes in the cooking method to make it less greasy and healthier

needed.

Healthier associations towards Five Guys menu.Greater variety of patties

and sandwiches.

Fresh and high-quality food already produced at Five Guys helps creating

credibility to the new sandwich. Healthy sandwich

alternative that increases the variety of the menu.

Economic

Technology

Chicken Sandwich

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

DescriptionChicken Sandwich is a boneless breast of chicken, marinated in special seasonings, grilled to perfection served on a toasted

wheat bun for. Includes tomatoes, lettuce, bacon and sauce (substitution provided).

Special Features• Addition to meat variety• Healthier alternative than beef patty

or hotdogs.

Research

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Focus Group 6/9 – put chicken sandwich as third

Survey68% think that this is a good addition to Five Guys meat option.42% of respondents were “interested” in buying a Chicken Sandwich.53% would associate “fresh” with the Chicken Sandwich. 47% would feel “trendy” when they consume this product.


Tasty4.44

Quality4.28

Greasy3.78

Unhealthy3.78

Fresh3.67

Variety3.61

Fun3.5

Expensive3.39

Transfer

Chicken Sandwich

Tasty4.44 4.06

Quality4.28 3.72

Fresh3.67 3.5

Fun3.5 3.61

Happy3.67

Excited3.5

Healthy3.44

3 Factor Model

4 Factor Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Chicken Sandwiches

Quality

Fresh

Fun

HappyHealthy

Excited

TastyFive Guys

Tasty

Quality

Healthy

ExcitedHappy

Fun

Fresh

ATAR Projection

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Recommendations

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Branding StrategyBranding Strategy

Modified brand (different option

instead of a burger but still uses the Five

Guys brand)


Line extension (Another option

besides a beef patty falling under the

same category of a burger restaurant)

Extension Strategy

• Product helps increase Five Guys customization value

• Product adds variety to the brand

• Adds a healthier option for Five Guys

Chicken sandwiches are a modified brand because it still uses the Five Guys brand by adding a different patty option. The product adds variety to the brand and builds upon the brands value of customization allowing people to choose what patty they want to have. The new product adds a healthy option to the menu catering to people who are more health conscious.


Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Five Guys

Peanut Oil Based

Convenient

Variety

Premium

Happy

Healthy

POG Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

SocialExpandable income

from burger and sandwich consumers to purchase a sweet cold

beverage as a component of a meal or

as a whole purchase itself.

New high-tech machinery would have to be added.

Production process would base itself on the high-quality standards Five-

Guys already have.

Research shows that milkshakes are extremely appealing to burger joint

customers.

Customers are aware of the premium quality of

Five Guys and would give credibility to the new

beverageSweet cold beverage that fits perfectly in a burger

joint and can be purchased as a component

of a burger meal or as a dessert itself.

Economic

Technology

Milkshakes

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

DescriptionMilkshakes are hand-spun the old-

fashioned way each time and topped off with whip cream and a cherry. Available in

Vanilla, Chocolate, and Strawberry.

Special Features• New menu for desserts• Freshly made milkshakes to pair with any

menu item• Perfect way to satisfy your sweet tooth

Research

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Focus Group5/9 – choose milkshakes as their second choice

Survey95% think that this is a good for a Five Guys dessert menu.58% of respondents were “very interested” in buying Milkshakes.57% would associate “quality” with the new product Milkshakes. 74& would feel “excited” when they consume this product.


Tasty4.44

Quality4.28

Greasy3.78

Unhealthy3.78

Fresh3.67

Variety3.61

Fun3.5

Expensive3.39

Transfer

Shakes

Tasty4.44 4.5

Quality4.28 4.06

Fun3.5 4.17

Unhealthy3.78 3.89

Yummy3.78

Happy3.78

Delicious3.67

3 Factor Model

4 Factor Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Milk Shakes

Unhealthy

Quality

Fun

HappyDelicious

Yummy

Tasty

Five Guys

Unhealthy

Quality

Yummy

HappyDelicious

Tasty

Fun

ATAR Projection

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Recommendations

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix


Modified brand (adding shakes that uses the Five Guys name, not a new

brand)


Category extension (the shakes are different from

anything Five Guys offers. Adding a new

category to their “burgers and fries”

Extension Strategy

• Product is relevant to the category of a burger restaurant

• Five Guys brand gives quality to the milkshakes

Milkshakes are a modified brand because the shakes will use the Five Guys brand. They add variety to the brand as well as a POP since other burger restaurants offer shakes with their other products. The brand will give the Milkshakes quality and will make them premium. The shakes are different from the other categories Five Guys has making it a category extension

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix


Five Guys

Lively

Convenient

Friendly/Happy

DeliciousTasty

Premium

Yummy

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

POG Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

SocialThere is an increasing personal disposable income to spend on unlimited toppings fries, as it would

require an insignificant addition to the regular

fries price.

Toppings are already existent on the burgers menu and would only

require a greater purchase of the products with the

distributers.

Five Guys customers are aware of its culture of

unlimited toppings to the burgers and want to see

the same offer to the fries. That creates a sense of

uniqueness and attachment to the brand.

Customizable and Personalized option of

fries for a fixed price that adds to the variety of the

menu with unique and great range of possibilities

Economic

Technology

Customize Fry Toppings

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

DescriptionMix and match the traditional Five Guys

toppings to add to any french fries selection: Regular and Cajun

Special Features• Addition to fry variety• For daring customers with creative

minds who want expand on the traditional selection.

Research

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Focus GroupAfter proposing the four product, breakfast sandwiches, we proposed a 5th due to the lack of interest. The fourth product is customized toppings for the three type of fries Five Guys provides.

Survey68% think that this is a good for Five Guys.37% of respondents were “very interested” in buying Customized Fries.47% would associate “variety” with the new product of customizing fries. 47% would have “fun” when they consume this product.

Custom Fries

Variety3.61 4.22

Greasy3.78 3.94

Unhealthy3.78 3.89

Fun3.5 3.83

Tasty4.44 3.78

Adventurous3.89

Exciting3.72Five Guys

Associations

Tasty4.44

Quality4.28

Greasy3.78

Unhealthy3.78

Fresh3.67

Variety3.61

Fun3.5

Expensive3.39

TransferTransfer

3 Factor Model

4 Factor Model

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Custom Fries

Fun

Variety

Greasy

UnhealthyExciting

Adventurous

Tasty

Five Guys

Fun

Adventurous

Exciting

UnhealthyTasty

Variety

Greasy

ATAR Projection

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Recommendations

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix


Modified brand (adding a

different type of fries option)


Line Extension (Custom fries fall under the same

category of a burger restaurant serving burgers and fries )

Extension Strategy

• Product contains core brand value of customization

• Uses peanut-oil from parent brand

• Adds more variety

Customized fries is a modified brand because it adds variety to the overall Five Guys brand but stays underneath the brand category of a burger restaurant serving burgers and fries. This new product is customizable just like the parent brand and uses peanut-oil for the product. The fries will add variety giving people more options when ordering.


Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

Five Guys

Lively/Exciting

Adventurous

Variety

Peanut Oil Based

Convenient

Premium

Brand Overview

Concept 1: Sweet

Potato fries

Concept 2: Chicken

Sandwich


WOW: Customize

Fries

OverallRecommen-

dationsAppendix

five guys new product presentation

Documents