We Call it Freedom.

Jiahui|Kristen|Marybel|Rebecca|Shamir | COMM 424 | Professor Shen

Table of Contents

Company and Brand | 1

Consumer Analysis | 3
Competitive Analysis | 5
Primary Research | 9
SWOT Analysis |12
Strategic Recommendations & IMC Objectives|13
Who is the Five Guys Consumer? |14
The Plan |16
The Promotions|18
The Creative Executions |20
The Media Plan |25
Campaign Assessment |30
The Media Flowchart |31
Appendix |32
References |33

The Executive Summary

Five Guys Burgers & Fries. We like to call it freedom. With its inception in 1986, Five Guys has grown
from one location in Virginia, to over 1000 locations in North America. Were growing, and were
growing fast. Competition is rising, but thats not a problem for us. We dont rely on heavy advertis-
ing or an abundance of promotions to get our name out there. We got the President on our side,
what more can you ask for?
However, for the next season coming up, we want to be the top-of-mind brand. Through research,
weve realized that were not as well known as we thought we were, no matter how many times
the President eats our burgers. We want to be the first thing that pops into your head when you
think fast casual. To do that, we need some kind of advertising. Well still rely on word-of-mouth.
Well just do it in a different way.
Word-of-mouth nowadays has basically been renamed social media. Through social media, we
will establish our position in the market. Using platforms like Twitter and YouTube to gain attention,
well still be following our philosophy of word-of-mouth, which will keep us personal and attainable
to the public. Our promotions, such as the American Dream graffiti event and Lil P-Nut promo-
tions will allow interaction between our brand and our consumers. But well still implement some tra-
ditional media, such as print and TV.
Targeting major cities is what will keep us in the limelight. New York & Los Angeles always garner the
most attention, so well focus our efforts there. Kicking off the campaign in November 2014, well
begin with the Brown Paper Bag promotions. Moving on to the social media promotions, well
start creating some talk among our loyal fan base. Finally, well end with the graffiti event, a cele-
bration of the American Dream, as well as Five Guys accomplishments.
Our customizable burgers are what keeps our customers coming back. We give you the freedom to
choose like no other burger joint. Its much like the American Dream. You go after what you want
and you make it your own. Some call it arrogance. We call it freedom.
Company and Brand

Demand for the burgers and fries grew, and this prompted
them to open four other restaurants between 1986 and
2001. Currently, Five Guys has expanded to more than
1,000 locations in 6 Canadian provinces and 47 states.

1
The chain of restaurants started from an idea by Janie
and Jerry Murrell who offered the four Murrell brothers
a choice to either start a business or go to college in
1986.
The brothers decided to open a business
where they opened their first joint in Arlington,
Virginia.
Five Guys Burgers & Fries is a food restaurant based
in the United States that has been renowned for
producing the best burgers and fries.
Jerry and Janie guided them on serving hand-
formed burgers that they cooked on a grill with
fresh-cut fries cooked using peanut oil only.
Within a short time, their burgers were vot-
ed the best in the area, and this attracted
the attention of the press.

2
The companys growth can be explained by their unique style of preparing their
burgers. Firstly, the company only uses fresh ground beef for the preparation of the
burgers. This gives the burgers a fresh taste when ready. In addition, no locations of
Five Guys have freezers as other restaurants do. They just have coolers to keep the
burgers cool and not preserve them. Preserved burgers give another taste, hence,
the company ensures that its burgers are not frozen. Also, the company only uses
peanut oil, which is natural and pure. There are no additives and chemicals to
make the burger tastier, as they may be allergic to other customers.

The company also ensures that the juicy burgers have a wide variety of toppings so that customers are
given a chance to choose their favorite choice. It has also customized its services to suit the specifications
of their customers, for example, clients have a customized way of ordering burgers. For this reason, most
customers find the restaurant the ideal place for their burgers, and consequently, this increases the sales of
the company. The whole chain, inclusive of all franchise sales, surpassed a revenue of $1 billion in 2012.
This was an increase from $950 million in 2011.
Being a family business, each of the seven members of the Murrell family own equal shares of the Five Guys
Company, which constitute 75% of the total shares. 20% of the shares are owned by Miller Investments, a
boutique in Philadelphia and 5% are owned by some school buddies of the Murrells. The company, which
costs less than $70,000 as the initial investment, now gives returns of about $375 million.
The companys success can also be attributed to the positive im-
age and perceptions it has been receiving in recent years. For
instance, in 2009, President Obama took a cheeseburger from one
of the Five Guys restaurants with full coverage of the press. Golfer
Phil Mickelson is also on record saying to the press that Five Guys
offered the best burgers in 2010. Following such publicity, there
were increased franchise contracts for the company, which it used
to widen its market to its current position. Up to now, the company
is worried about the fast growth since it has to maintain the current
positioning it has earned.

3
Consumer Analysis
According to Simmons Data, more than half of the population surveyed in
2012 consumed hamburgers and other kinds of beef regularly.
There was a significantly higher response from those within the age bracket of
30-50. Of those surveyed, the majority of the consumers reside in the Western
region.

Based on the Simmons calculations, more women responded yes to eating at
fast-food chains than men. Of these women, the majority were between the
ages of 30-50 and employed.
Of these numbers 6,172 were male and 7,849 were female.
Ages 30-50
Each fast-food chain has a high index in regards to males and females, which both yielded
index numbers of 100. Below are the ages and index numbers of the consumers:
Heaviest users:
Ages 40-44, Index 105
Lighter users:
Age 18, Index 101
Lightest users:
Ages 50-54, Index 100
Somewhat Heavy users:
Ages 22-39, Index 104
Though these numbers are lower, they still indicate a
strong consumer interest in those foods.
Additionally, those who were employed full time
indicated a high index number of 104. This may be
due to higher food budgets based on income, or
the incentive to take-out food during work breaks.

4
According to research, Five Guys has a high appeal. Their products
have garnered a good reputation in terms of quality, taste and overall
customer satisfaction. Based on surveys conducted in 2012, Five Guys
has topped the charts in terms of favorite fast-food chain. Consumers
were surveyed by geographic location, and questioned on their res-
taurant preferences in accordance to taste, cleanliness, atmosphere
and similar factors. Despite Five Guys not pursuing any advertising initi-
atives, consumer satisfaction and word-of-mouth yields to be the driv-
ing force of the franchises success.
Five Guys ranks high according to numerous consumer surveys and
polls. In 2011, Five Guys ranked first place in Zagats Top fast-food
chains survey. In Zagatss 2012 ratings, Five Guys placed number
one in the Best Burger category, as well as number four among
the Most Popular Food Chains. Five Guy's has been ZAGAT survey
rated every year since 2001 and has been voted the Washingtonian
Magazine's "Readers' Choice" #1 Burger every year since 1999.
(HuffingtonPost, 2012)

5
Competitive Analysis
What IS
Isnt it the same as fast food? According to the food industry,
that isnt so. Fast casual may seem to serve the same types of
food as fast-food joints, but its the way the food is served that
really differentiates the two. There are a few major distinctions
between the different sectors:
Fast-Casual restaurants make food to order, not
pre-made. Its all fresh here!
The sitting area is nice and well-decorated, unlike
fast-food restaurants that are meant to get the
customer in and out as quickly as possible, which
explains the mess.
Fast-casual restaurants serve better quality food.
Sorry, they just do.


C
a
s
u
a
l
?

Fast
In some ways, however, theyre the same. The prices are more affordable than casual
dining restaurants, being more similar to fast-food prices, with the average price range of
a meal being $8-$15. Fast-casual restaurants also frequently feature drive-thru services,
as well as pick-up and delivery, much like fast-food restaurants.

But the biggest distinction to take note is the fact that fast casual is taking over the food
market. Move over McDonalds, fast casual is running things now. The sector was first in-
troduced in the early 90s, but it didnt gain its high status until the early 2010s, with restau-
rants like Chipotle, Panera Bread, and Five Guys dominating the food market nation-
wide. And with a growing number of these restaurants spreading internationally, its no
question that fast casual is the new fast food. (Defining Fast Casual, 2006)
WHATARETHESIMILARITIES?

6
= Sales (In Millions)
= Market Share (Units)
$3,861.0
$2,731.2
$857.5
$1,082.7
$618.5
$528.0
1,652
1,410
1,105
501
406
280

7
Competitive Analysis
Panera
Panera Bread is a national bakery-cafe fast-casual restaurant. Its bakery-cafes are located in urban, suburban, regional mall,
and strip mall locations. (Panera Bread Co, 2013) In 1981, Au Bon Pain Co., Inc. was founded by Louis Kane and Ron Shaich.
Between 1980s and 1990s, it became the dominant operator in the bakery category along the east coast of the United States.
In 1993, Au Bon Pain Co., Inc. purchased Saint Louis Bread Company

, a chain of 20 bakery-cafes located in the St. Louis area.

They planned to give an authentic, fresh-dough artisan bakery and upscale quick-service menu selection. Between 1993 and
1997, average unit volumes increased by 75%. Subsequently, Saint Louis Bread Company was renamed Panera Bread. By 1997,
it was obvious that Panera Bread would be one of the leading brands in the nation someday. (Our History, 2013)

Paneras target market is urban workers and suburban dwellers, who are looking for quick service with more pleasing dining
experience. The first strategy to gain market share is its distinct menu. People could enjoy its food whenever they want: break-
fast, lunch, break time, dinner, or take-home, which increases the customer traffic. Secondly, the quality ingredients attract
more customers. Stores receive fresh dough daily and use real avocadoes, not the paste typically found in kitchens.
(Thompson, 2006)

Positioning Statement: (We couldnt find the positioning statement, but we did find the mission statement) Panera Cares com-
munity cafes exist to feed each and every person who walks through our doors with dignity regardless of their means.
Ad Spending: $4858.8 million (Ad$pender, 2013)

In-N-Out Burger
In-N-Out Burger, founded in 1948, has long been recognized as a major player in the burger realm of food and dining. Originat-
ing in California, In-N-Out only uses fresh ingredients, a practice founder Harry Snyder instilled into the business. (In-N-Out History,
2014) Because In-N-Out has only a few locations compared to other burger restaurants, with Texas, Nevada, Utah and Arizona
recently building some locations in addition to its primary home of California, this is a feasible practice and sets it apart from
the rest. It started as simply a drive-thru restaurant, making it a true fast-food joint. However, in 1979 In-N-Out built its first dining
room restaurant, and by 1984, it had its first restaurant without a drive-thru.

Another notable trait about In-N-Out is the INO Child Abuse Foundation, started by Snyders wife, Esther, and his son in 1984.
This foundation distinguishes the restaurant as caring and charitable, especially due to it being created by family, people who
had been there since In-N-Outs beginning.

In fact, In-N-Out is regarded so highly that the In-N-Out Burger was named as the third most influential burger of all time by Time
in January 2014. (Time, 2014) For a restaurant that has been around for over 60 years, its saying a lot that its burgers are still be-
ing recognized. Like they say, In-N-Out, In-N-Out. Thats what a hamburgers all about.

Positioning Statement: (We couldnt find the positioning statement, but we did find the mission statement) Providing the fresh-
est, highest quality foods and services for a profit and a spotless, sparkling environment whereby the customer is our most im-
portant asset.
Ad Spending: $1033.1 million (Ad$pender, 2013)

8
Steak n Shake
In Sight It Must Be Right. At least, thats what they say at Steak n Shake. It all started in 1934 in Normal, Illinois, when Gus belt wanted a better
burger. So thats exactly what he set out to do, make a better burger than the rest. The restaurant uses 100% USDA certified organic meat, with
no hormones, preservatives, or antibiotics. Their fries are fresh cut and the shakes are hand dipped. The restaurants main focus is on the steak-
burgers and the milkshakes, presenting a more diner theme than other fast-casual burger places. Thats what makes it stand out from the rest,
and maybe even better than the rest. But has it topped any influential burger lists? Hmmmmm

Steak n Shake is mainly found on the east coast, but there are some in the south, some in the midwest, two in Nevada, one in Arizona, two in
Colorado, and one in Montana. Steak n Shake has plans to expand into the international market in the near future. (Steak n Shake, 2014)

Positioning Statement: (We couldnt find the positioning statement, but we did find the mission statement) Constantly to serve the highest quality
burgers and shakes along with extending great service at the lowest possible prices.
Ad Spending: $1712.2 million (Ad$pender, 2013)

White Castle
If What You Crave, is a White Castle slider, then youre called a Craver in White Castle World. Founded in Wichita, Kansas in 1921, White
Castle topped Times Most Influential Burgers of All Time list in January of 2014 with its signature slider. (Time, 2014) This is another achievement
that can be added to White Castles list after being the first to sell one million burgers, one billion burgers, and frozen food. This family-run restau-
rant has a lot to be proud of. Its first radio commercial was run in 1927, its first fast-food coupon ad campaign was in 1932, and the first frozen
hamburgers were sold to the public in 1950. It has restaurants all over the world, but surprisingly there no longer is a White Castle in its home
state of Kansas. In 2001, the Cravers Hall of Fame was created, inducting 10 new members each year. Among those members, there are regu-
lar joes, as well as famous celebrities and athletes. (White Castle, 2014)

Many people have heard the name mentioned in films like Saturday Night Fever and Harold and Kumar Go to White Castle, which have
been smart ways to expand White Castles awareness. Additionally, it has adopted an eco-friendly image, making it more appealing to the
environmentally-conscious public. Considering the restaurant sells over one million burgers each day, I dont think this fast-casual restaurant is
going anywhere soon.

Positioning Statement: (We couldnt find the positioning statement, but we did find the mission statement) To provide the finest product for the
least cost in the cleanest surrounding with the most courteous personnel.
Ad Spending: $71 million (Ad$pender, 2013)

Chipotle Mexican Grill
Chipotle was founded in 1993 by Steve Ells. Chipotle had 16 restaurants in Colorado when McDonalds Corporation became a huge investor in
1998. In 2006, McDonalds completely divested itself from Chipotle, leaving the company with a growth of over 500 chains. By 2012, Chipotle
had more than 1,500 locations in the United States, United Kingdom, France, Canada, and Germany. Chipotle also had a net income of $278
million and a staff of over 37,310 employees. Chipotle considers its competitors to be: Qdoba Mexican Grill, Moes Southwest Grill, Baja Fresh,
and a few other Mexican Style fast-casual restaurants. The company serves about 750,000 customers per day. According to Chipotle in 2000,
they started serving naturally raised pork, and by 2010, 100% of their pork was naturally raised. In 2002, Chipotle started serving only naturally
raised chicken as well. In 2012, a food blogger decided to investigate Chipotles ingredients and discovered that the fast-casual restaurant was
using genetically modified corn oil, as well as genetically modified ingredients in their tortillas, and black beans. In 2013, Chipotle fired back by
listing all their ingredients on line as proof that this was not true. (Chipotle, 2014)

Chipotles menu consists of: Burritos, Burrito Bowls, Crispy Tacos, Soft Tacos, Salads, Chips and Guacamole, and a kids meal. Their ingredients
include: chicken, steak, veggies, rice, beans, corn, sauces, and much more. The price of these items is based off the consumers selection of
ingredients. The most common price for a meal (nothing else included) is $6.65. The drink selection is a basic fountain drink or bottled tea or wa-
ter. When entering Chipotle the customer forms a line across a counter where all the food and ingredients are laid out in front of them. As the
line moves, the customer chooses exactly what they do or do not want on their burrito, taco, or salad. By the time the customer is at the end of
the line, they pay and are handed their food instantly. (Chipotle Menu, 2014)

9
Primary Research
Why we chose this method
Ethnographies could help us see what consumers really do and eventually find insights. At Five Guys, its possible to
watch customers eat cheeseburgers and fries, and then they could express what they feel about the food and the
company. Compared to focus groups, they are more relaxed and comfortable to express their opinion. Also, we
could observe what customers usually order or do, and get some information from the staff who work there.
Overview
We did research to uncover consumer insights and motivations in the fast-casual restaurant category. Our goals
were to discover how consumers feel about the Five Guys brand, their opinions about the fast-casual restaurant
category, and other important insights. In order to discover these goals we conducted ethnographic research and
in-depth interviews.
Study 1: Ethnographic Research
Method
We visited the Five Guys in State College on February 26th. First, we ordered the cheeseburger and regular fries to
taste ourselves. Next, we began observing customers. Since it was lunch time, there were a lot of customers. Most of
them were with a friend. Customers who were alone chose take-out. The customers ranged from college students
to middle-aged adults, including Caucasian, African-American and Asian. Fries and cheeseburgers were ordered
frequently. While they were waiting, almost half of them chose to get some peanuts to kill time. Then we started ask-
ing questions. We prepared 12 questions to ask customers about their opinions about Five Guys and 5 questions for
the staff working at the time.
Customers were happy to answer our questions when they enjoyed their meals. The staff was passionate and eager
to give us quick responses. Decorations in the store included awards that Five Guys received, such as Voted Best
Burger. In addition, we found that there was a Thank You Customers board. There were greetings from all states
in the nation.
What we found
Through this research, we found three major themes among consumers that are currently impacting the im-
age and success of Five Guys:
Food: According to what staff said, cheeseburgers are the number one popular food in Five Guys, reflecting
our observation. From what customers said, regular fries are also a must-order at Five Guys. Hot dogs and
sandwiches are seldom selected. Almost 80 percent of customers strongly agree that Five Guys represents the
American food, and 20 percent agree without a strong opinion.
Service: We found that the made-to-order process takes about 5 to 7 minute, which matches the time that
customers are willing to wait. One of them thought that the interior decoration should be changed. One oth-
er opinion about Five Guys is that they wish Five Guys would stay open for 24 hours.
Location: What surprised us is that customers choose Five Guys not for its food, but for the short distance from
their home or college.

10
Study 2: In-Depth Interview
Why we chose this method
The purpose of this study was to uncover consumer insights and underlying emotional connections to various
brands in the fast casual restaurant category. Ethnographic research could help us understand specific infor-
mation about Five Guys, and the in-depth interview could allow us to gain more internal thoughts about the
category and even competitors.

Method
We spent 15-20 minutes with consumers discussing Five Guys, asking 35 questions ranging from general demo-
graphic questions to specific questions about the fast-casual restaurant category, and finally specific Five Guys
questions. Some of the questions asked were the same as those in the ethnographic research. Between Febru-
ary 22nd and 25th, we spoke with 15 people who have, as well as have not eaten Five Guys before. The age
range was 20 to 29. After the in-depth interview, we gathered a myriad of information informing us of Five Guys
and its competitors perceptions in customers minds.

What we found
Through this research, we found three major themes among consumers that are currently impacting the image
and success of Five Guys.
Time: We found that customers are more likely to wait for longer periods of time, like 10 minutes rather than 5
minutes. So the appropriate waiting time is one advantage for Five Guys. Additionally, most people say that
they are living a healthy lifestyle.
Brand awareness: Of all the answers we received, only one person put Five Guys as top-of-mind when we men-
tioned the fast-casual restaurant category. Panera was mentioned most frequently. It means the Five Guys
market share is not high, so that our goal for advertising is to gain more attention from customers and eventually
increase market share.
Food: Some customers would like to have more options of healthy food, and others would like to have a larger
burger. Additionally, some customers say that they seldom consider the price when deciding where to eat,
while others hope that Five Guys would decrease their price.

11
Study 3: Online Interview
Why we chose this method
The purpose of this study was to receive more responses from participants. An in-person interview will only garner
a small amount of people, while an online interview can be distributed to many people at once. We also want-
ed to reach people living outside of State College.

Method
We created a survey using esurveycreator.com. The survey was distributed primarily through Facebook, with
some participants being reached through email. We asked the same questions as the in-depth interview so we
could get similar responses from the population we asked across all the studies we conducted. We sent it out on
February 25th, and had 79 participants by the following week.

What we found
Food: Although participants had a very positive outlook on Five Guys, all of them agree that its not the healthi-
est option. However, the majority of participants think Five Guys has delicious burgers and fries. But when asked
what they could eat for the rest of their lives, no one mentioned burgers and fries.
Advertising: When asked about advertising, Five Guys was ranked among the lowest when it comes to which
restaurants have the best advertising. And many participants didnt even notice the existence of the advertis-
ing. This mean, as mentioned before, Five Guys has an opportunity to increase brand awareness from just a mini-
mal amount of advertising.
Brand loyalty: Although participants said Five Guys is good, a few stated they only go if they have to partici-
pate in a fundraiser or if their friends want to go. Therefore, the goal of the advertising is to let more customers
choose Five Guys voluntarily. The important point to take away from this study, however, is that the majority of
participants think Five Guys has delicious burgers and fries.

Conclusions:
Research proved that the brands awareness has to be raised in the future because Five Guys was not custom-
ers top-of-mind brand over the category. This was also reflected in the online interview when participants stat-
ed that Five Guys advertising is one of the weakest.
Cheeseburgers and fries are the main food we should advertise when we are doing the campaign since those
items are the primary attraction. Also, we could use the insight of close location to attract customers. With
more advertising, Five Guys has the potential to become the top fast-casual burger joint in the country and
maybe even internationally.
Primary Research

12
O
W
S
Image: Five Guys appeals to the younger generation as well as the older generation
through its fun yet traditional image.
Product: They always use fresh ingredients to prepare their food, making their food more ap-
pealing to consumers than other restaurants.
The many toppings that customers can choose on their burger sets it apart from other res-
taurants that only have a limited amount of burger toppings.
Reputation: It has received many awards, enhancing its reputation across the nation and
drawing in more customers.
It is agreed upon by most customers that Five Guys is a fast-casual restaurant, which means
they have achieved an important part of their positioning by setting themselves apart from
the fast-food sector.
Product: Although they have many toppings, the menu is limited. This could turn away po-
tential customers who might go somewhere else with more options.
The ingredients may not be good for some customers due to the peanut oil. Not having oth-
er options could harm their reputation with customers.
The food served isnt that much different from fast food, which could cause customers to
choose fast food over Five Guys, despite its freshness.
Brand Awareness: There is a lack of advertising on all platforms of media, and its more
known by word-of-mouth. This could limit the amount of new customers.
Products: Its possible for Five Guys to expand their menu. They would still focus on burgers
and fries, but maybe add more options.
Market: The can expand globally. They would see a lot of growth in the international market.
The growth of fast casual and the decline of fast food in the past few years gives them a
greater possibility of expanding their market.
They would benefit from creating marketing campaigns and doing advertising.
T
Competition: There are many fast-casual restaurants on the rise, specifically ones that serve
higher quality food. Theres tough competition.
There are healthier alternatives at lower costs.
Perception: Five Guys can potentially be viewed as just a fast-food restaurant, not fast casual.
Health: There are many health concerns that revolve around greasy burgers and fries, no matter
how fresh the ingredients.
Market: The economy is weak lately, and this might affect if people purchase Five Guys.
trengths
eaknesses
pportunities
hreats

13
IMC Objectives
Based upon our research findings, we believe that Five Guys should consider the following strategic recommendations:
Advertise through Social Media
In this day and age, social media is the strongest platform for advertising. Five Guys likes to keep it simple. Thats why they have-
nt utilized any form of print, radio, or TV advertising. Theyve stuck to good ol word of mouth. But Five Guys could benefit from
some social media advertising. Its still word of mouth, just through the internet. Using sites like Instagram and even YouTube
could really propel Five Guys into the spotlight. Viral videos would give Five Guys the exposure it needs to become a top-of-mind
fast-casual brand.

Increase Customer Interaction
Many restaurants interact with the customers on a regular basis. Five Guys does have a customer board as observed in our eth-
nographic study, however thats not enough. Five Guys should employ regular contests to engage with the consumers. This strat-
egy can go hand in hand with social media advertising. They could ask customers to take pictures of their Five Guys burgers and
fries with the most outrageous topping combinations (or something along those lines) and post them to Instagram. The person
with the most likes could win free food from the restaurant. There could also be other events held that promote customer interac-
tion. This would encourage customers to keep coming back.

Highlight Customizable Aspect
Five Guys main point of interest is the classic burger and fries. But what makes it distinct from other burger restaurants is its cus-
tomizable menu. This allows the customer to make the burger their own. We want to highlight this aspect. We want the customer
to know that Five Guys is all about their wants and desires. Its all about the customer. We will consider enhancing the endless
toppings and bringing them more to the forefront of Five Guys image.
Strategic Recommendations
Marketing Communication
To increase market share by 5 to 10 percent

To raise brand awareness among customers
by 10 percent within 6 months

To increase customer database by 20 per-
cent to help build a more loyal customer
base


To change customers perspective on the
quality of Five Guys

To expand social media vehicles used to
increase customer interaction regarding
Five Guys food

To communicate with customers that Five
Guys serves customized, high quality, all-
American food

14
Who I am: Ella, 18, female, fashionable, social butterfly
Interests: Being Instagram-famous, her sorority, VOGUE, New York City

Meet Ella, the freshman fashionista. This chick is the super-involved, spirited student who radiates a
bold personality that others are hopelessly drawn to. Shes up-to-date on the newest trends in all as-
pects of life and is driven by the attention she rightfully receives. Our target is more than just the girl
next door; shes the girl boys want, and girls want to be like. Though it seems she works hard to main-
tain her flawless physique, our lady of interest has an affinity for food that satisfies her large appetite.
She loves ordering her pizza with extra toppings, she always gets the large size at the ice cream shop
and theres nothing she adores more than a nice juicy burger with a side of fries. Her ideal meal can
satisfy even the strongest flavor craving during the least convenient times like when shes at work, on-
the-go, or rushing out the door for her club meeting. Its likely there are not enough hours in a day to
satisfy all of her food wishes.Shes struggling to balance her part-time sales job, high GPA and social
time with friends and boyfriend. She tries her hardest to cook for herself, but finds it so stressful to man-
age her time this way. Between class, a social life and her daily workout regimen, Ella often finds herself
searching for a wholesome fast-food option that can satisfy her hunger quickly without breaking the
bank. This especially holds true to date nights, when being on a college budget can limit restaurant
options. Its likely there are not enough hours in a day to fulfill all of her food wishes, but her ideal meal
can satisfy her hunger at the most inconvenient times, while also providing her with nutritional value
that helps her keep her flat tummy.
Who is the Five Guys Consumer?
Our target audience includes college students aged 18 to 24. They are always on the go. Everything in
their lives is fast paced in order for them to fit everything into their busy schedules. In addition, students
are want to have affordable, but high-quality food to curb their hunger. It is crucial for them to count
calorie intake because they are living a healthy lifestyle.
Target

15
Who I Am: Jayden, 24, male, Business-Marketing grad with a soft side, model
Interests: modeling, sailing, ESPN and The Voice, Facebook/Instagram

As a highly-regarded athlete, Jayden is all about his protein. He is expected to maintain a certain level of
physicality and endurance and finds himself working extra hard to keep his body right. Constant workouts
and eating healthy help him to remain strong, fit and prepared for a trying football season.
Its not all football though, as Jaydens outgoing personality provides him with a buzzing social-life. This
team player has strong values including his family, his dog, and his best friends. He has thousands of Twit-
ter followers to talk to online, but when the computers closed, Jayden is flashing his smile around town
meeting new people.
He and his teammates are always hungry, and often grab food at the restaurants located around their
campus. They are always down for a cool social setting, and are known to be regulars at the local burger
joint for the ultimate meal. Five Guys is his first option for many reasons. One mention of burgers and fries
in the locker room, and in minutes Jayden has a whole group of guys together for a post-workout fix. After
a night out of drinking and dancing, Five Guys is the ultimate comfort food for Jayden and his friends,
who want a satisfying treat they dont have to think twice about. Five Guys remains a cool atmosphere
for date night as well, as it possess an old-school American diner vibe that could set the mood for a fun,
chill time.
Five Guys is the go-to joint for good old , classic American burgers and fries for the disciplined men who
play the classic American game of football.

16
Positioning Statement
To college students who want a satisfying meal, Five Guys is the quintessential fast-casual
American restaurant that allows customers the freedom to build their own burger using
quality ingredients unlike other restaurants that dont provide as many options.

Our perceptual map shows where Five Guys stands next to their competition. We would
like Five Guys to be perceived to offer more variety and make sure that the consumer
knows that it is made to order.


The Plan
Perceptual Map

17
Budget
The budget for the campaign is about $2.5 million. Five Guys hasnt spent much money in the past on ad-
vertising, which is why the budget is so small. We want to stay in line with this idea, but still employ more ad-
vertising than in the past. This budget will be divided up among the promotions and creative executions,
including outdoor, radio, some print, and social media and internet promotions.
Our small budget only allows a small amount to be allocated to the different platforms. Most of our funds
will go towards radio and outdoor due to the high cost of purchasing these forms of media, but most of our
attention will be focused on social media and internet promotions, which are much cheaper to execute.









IMC Rollout Plan, Strategy & Mix
Five Guys doesnt need heavy advertising. Its just that good. But that doesnt mean it cant use a little pro-
motion every now and then, even if its just by word of mouth. So were going to keep it old school, throw-
ing in a little of the new school. That means we want to stick to word of mouth, but take it digital. We will
accomplish this by getting heavy with social media. But we will also do some outdoor promotions that will
drive consumers to our locations like bugs to a light...not that it doesnt happen already. Our overall theme
will be centered on America. America is made up of many different cultures, but it still has one main cul-
ture that we would like to highlight in our promotions. We will start in November of 2014 with the Red,
White, & Five Guys promotion. In March of 2015, we will begin the Nuts social media promotion, and in
July of 2015 we will conclude with the graffiti event. These promotions will keep the advertising of Five Guys
strictly word-of-mouth.
Medium National & Spot
Print $335,900
Internet $354,800
Radio $930,300
Outdoor $869,600
Total $2,490,600

18
Objectives
To give consumers incentives to come back and also spread the word about Five Guys.
Strategy
At the bottom of the brown paper bags on the inside, there will be a prize where they can win free meals of differ-
ent sizes. There will be three different prizes: a full meal of a burger/hotdog/grilled cheese (choice of toppings),
large or small fries (choice of flavor), and a drink; just a burger/hotdog/grilled cheese (choice of toppings); or just
fries (choice of flavor). Only a select number of bags will contain these prizes. If a lucky customer finds the prize at
the bottom of their bag, they take it to any Five Guys location and present it to the cashier, who will give them their
prize. This promotion will last for two months during the winter (November & December), and it will be in all Five Guys
locations in the United States.
Rationale
The brown bags are nice and simple, showing Five Guys cares more about the food quality than the look. But we
want to give something back to the customer, as well as give them something that, when other people see it,
theyll think of Five Guys. By having these bags, people will see that the food is from the restaurant because of the
classic red and white color scheme, causing them to consider going.
The Promotions
Objectives
To use a small aspect of the restaurant to attract more consumers, utilizing well-known American cultural enter-
tainment (Peanuts) to grab the attention of viewers.
Strategy
We will create visuals and videos using the Peanut Theme to reach viewers. Using platforms such as YouTube
and Instagram, we will make viral videos, memes and images that viewers will share with friends and family. These
visuals will incorporate the Peanuts Theme because they have free peanuts at every location. This promotes
brand interaction and will be employed during the spring (March & April) to prepare for the summer months when
Five Guys business is at an all-time high. Additionally, we will use 11-year-old YouTube sensation Lil P-Nut to pro-
mote Five Guys. Its more modern than the Peanuts Theme, thus showing the different cultures and traits of
America. He went viral after appearing on Ellen. He will create an updated viral video of his popular song, You
Might Be The One, the one being Five Guys. He would also be a Twitter personality and do a Q&A about differ-
ent comical things, especially Five Guys.
Rationale
The Peanuts comic strip is a popular American piece of entertainment that people connect with America. In
addition, peanuts as a snack are popular throughout the nation. Playing off of the Peanuts theme will be a suc-
cess because it uses American entertainment and Five Guys products to promote the restaurant in an all-
American way. It also appeals to younger children, as well as older generations who grew up watching Peanuts.
Sales Promotion - I Got My Brown Paper Bag
Viral Marketing - Get Nuts About Five Guys

19
Objectives
To promote the all-American image of Five Guys by using contemporary artistic methods to reach the younger
generations.
Strategy
We will have a graffiti event in different Five Guys locations throughout the nation. Outside of the store, artists will
create their own graffiti murals centered on America, but also incorporate Five Guys into the art somehow. The
process of creating the graffiti murals will be recorded and photographed, and then posted online for people to
view with music set in the background. Depending on the location, different aspects of the culture will be incor-
porated into the art, for example the diversity of California will be incorporated into the California locations, and
the history of the founding of America will be incorporated into the Virginia locations, etc. After all locations have
been tagged, viewers will vote on their favorite mural online based on creativity, the American theme, and
the inclusion of the Five Guys brand, and the winning artist will receive a cash prize of $25,000 and some Five
Guys merchandise and food. Two runner-ups will also receive some money ($10,000 each), as well as Five Guys
merchandise and food. This event will occur during the summer months (July & August) in major American loca-
tions, specifically Los Angeles, New York, Atlanta, Dallas, Orlando and Minneapolis.
Rationale
Graffiti is modern day high art. It really captures the essence of America: the diverse cultures, the freedom, the
American Dream. It also represents the younger generation while paying homage to the generations that
came before. This will be a great way to gain consumers by word of mouth, drawing them in to witness the
event. It will also promote creativity in our nation and around the world.
Events - The American Dream

20
Advertising Objectives:
Our goal is to increase brand awareness in 18-24 year olds by utilizing more ad-
vertising than Five Guys has used in the past in order to foster relationships with
our consumers. We also want to establish a brand personality of free and liber-
ated, a trait that many young adults value today. We want Five Guys to be
the go-to fast-casual restaurant for the younger generation seeking freedom.

Key Benefit:
Customers have the freedom to choose by customizing their meals. It plays in-
to the Land of the Free ideal of America.

Slogan:
We call it freedom.

Support:
The free endless toppings that Five Guys provides support the customizable as-
pect.

Tone:
The campaign is fun and fresh, yet simple and casual.
The Creative Executions

21
Social Media
Print

22
Print
Print

23
TV

24
Ambient

25
Target
Objectives:
We want to reach college students aged 18-24 years old who live a fast-paced life. These
individuals are trying to find affordable, yet high-quality food to fit into their busy lifestyle.
Additionally, it is also crucial for them to count calorie intake for their healthy lifestyle. De-
spite this, they still want to be able to splurge on a greasy meal every once in a while.
Strategy:
We will utilize social media advertising and outdoor promotions. Since Five Guys always
keeps things simple, they havent utilized any form of print, radio and TV advertising. We
will still stick to word of mouth. Social media advertising and outdoor promotions would at-
tract more customers to go to Five Guys. After these customers have a great meal at Five
Guys, they would tell their friends about this experience so that more people would go to
our restaurant.
As the college students are frequent social media users, Five Guys would focus on the so-
cial media advertising to increase customer interaction, such as Facebook, Instagram,
and Twitter. For example, we can ask customers to take pictures of Five Guys burgers and
fries with the most outrageous topping combinations and post them to Instagram. The
person with the most likes could win free food from the restaurant. Additionally, we will al-
so hold some outdoor promotions to catch peoples attention and motivate more people
to go to the restaurant. In order to reach more of the target audience, most promotions
will be held on campus or places close to the campus.
Rationale:
People who are 18-24 years old are important to reach because they set the pace for the
future when it comes to entertainment, politics, and the culture of the day. What they say
goes, even with food choices. By highlighting this demographic, we are influencing the fu-
ture of fast-casual eating. To establish the loyalty, it will be better to cultivate the youth
market rather than upper class consumers.
The Media Plan

26
Media Schedule and Timing
Objectives:
Our 2014-2015 campaign will be introduced in November 2014 focusing on the social me-
dia and outdoor promotions. In order to reach more college students, we will use heavy
advertising during each semester, such as in November and December, as well as March
and April. However, the social media advertising would be continued, because college
students heavily use social media in the summer and winter holidays. A pulsing schedule will
work best with our reach and frequency.
Strategy:
Since there is no seasonal preference to eat burgers and fries, so we will advertise through-
out the year. In November 2014, we will start our sales promotions. This includes the Red,
White, and Five Guys idea. We will also employ the idea of the two men dressed like
french fries wearing football helmets physically fighting.This would catch a lots attentions
and attract our target go to our restaurants with their friends. With customers being able to
win free food, this will keep Five Guys as the top-of-mind brand for the rest of the year. In
the spring during March and April of 2015, we will employ the social media idea, creating
more hype for Five Guys. Since many students would be busy to fight with final exams, our
advertising will remind them that Five Guys can offers high-quality but quick food to them.
During the summer months of July and August, we will begin our graffiti event. This will be
around the time of the 4th July and other American holidays, staying true to the theme of
the American Dream.
Rationale:
Since our target audience consists of 18-24 college students, so our advertising strategy will
try to cater to students daily life so that to reach more people and get the effective adver-
tising results.

27
Reach and Frequency
Objectives:
We want to achieve a reach of 60 in the months of heavier advertising, which include April
2015, July 2015 and August 2015. For the months of lighter advertising, a reach of 50 will be
the goal in the months of November 2014, December 2014, and March 2015. In every
month of advertising, we want to achieve a frequency of 2.5.
Strategy:
We will employ a pulse schedule to increase brand awareness and consumption. Heavier
months of advertising will occur in April, July and August. These are the months where our
events will take place, meaning we need the most attention. Lighter advertising will occur
in the beginning of the campaign in November, December and March, when the social
media promotions will occur. No advertising will be occurring in January, February, May,
June, September and October. According to the Ostrow Model, the target frequency is 2.5
for the entire campaign.
Rationale:
Since our budget is low, we decided to advertise Five Guys focusing on local spots for a to-
tal of six months and national areas for a total of three months. In order to obtain a higher
reach in the months of heavy advertising, we will spread out advertising by buying different
media, such as day and night time radio, general interest magazines, and targeted inter-
net sites. College students prefer listening to radio while they are driving, so radio will be a
useful tool to remind them of eating Five Guys. Moreover, internet has been a part of life for
college students. Thus internet can reach potential customers and create awareness, let-
ting them know what Five Guys benefits are. Focusing on spot markets, radio and outdoor
campaign will be the main medium.

28
Geography
Objectives:
We will choose six major cities throughout different regions within the United States. We
want to reach the big cities, where word-of-mouth will be most useful to reaching the less
populated cities of the nation. Most of the major cities of the country have at least one
Five Guys restaurant, and they also have high index numbers for fast-casual restaurants.
Strategy:
We will do a national campaign with spot emphasis throughout the nation. Each state will
have the following index numbers: Los Angeles (105), New York (102), Atlanta (100), Dallas
(100), Orlando (100) and Minneapolis (100). These cities have high populations, which
mean we will reach more people. Once Five Guys receives more attention, its fame will
trickle down into the smaller cities, promoting more brand loyalty throughout the nation.
Only targeting these six cities is reasonable for our budget, which will be spread out
among the traditional and nontraditional advertising.
Rationale:
We want to target cities that are large, but also have potential to grow in the fast-casual
market. Thats why we chose some major cities, as well as some smaller cities. This also sup-
ports our budget, which is fairly small. We want to maintain similar index numbers as be-
fore, but at least reach 100 to increase brand awareness and reach.

29
Media Selection
Objectives:
Although we want to focus more of our attention on word-of-mouth and non-traditional
forms of media, we believe that utilizing traditional forms would be the best way to gain
momentum for the brand and achieve even more brand awareness than what we al-
ready hold. Most of our budget will be spent on traditional, such as print, outdoor, radio,
and TV. Most of our focus, however, will be on non traditional, like social media and inter-
net promotions. We want to stay as guerrilla as possible.
Strategy:
We will advertise in general interest magazines, such as People, Newsweek, and Rolling
Stone. For outdoor, we will have billboards in the locations that we have chosen nationally.
The same goes for radio. We werent able to establish a budget for TV, but hypothetically
we will place TV ads nationally in the afternoon hours. We will rely heavily on the internet
and social media, promoting through Twitter, Facebook, Instagram, and Tumblr, as well as
Youtube. Consumers will share the content we create, which will most likely reach other
platforms other than the ones listed. This is where we hope to achieve the most reach and
gain many new consumers, in addition to establishing the loyalty of the ones we already
have.
Rationale:
Five Guys doesnt like to use too much advertising, so we want to stay consistent with
this and rely more on word of mouth. But we still want to increase brand awareness
somewhat by using some advertising. Thats why we chose these forms of media.
Traditional Non-traditional
Print: $335,900 Social Media/Internet: $354,800
Outdoor: $869,600

Radio: $930,300

TV: (No amount)

30
The Campaign Assessment
Rationale
Since our goal is to
reach more college students,
we want to get more respons-
es to reveal their feelings to-
wards Five Guys. The com-
parison of the two survey
results will reveal if they
have changed their views and
how many people have been
influenced after the one-year
campaign.
Method 1:
Objectives
To prove that the marketing
and advertising efforts have con-
vinced consumers that Five Guys is
a go-to fast-casual restaurant for the
younger generation seeking free-
dom.
Strategy
Prior to the beginning of the campaign,
we needed to conduct a survey to gain knowledge
on what customers think about Five Guys. The
survey link was sent on Facebook, Twitter, Tum-
blr and other social media sites.
After the one-year campaign, a survey
will be conducted to reassess the way consumers
view the brand, using the same method as the ini-
tial survey. This survey will be distributed in Sep-
tember of 2015, the month after the end of the
campaign, while the campaign is still fresh in con-
sumers minds.
Method 2:
Brand Preference Assessment
Objective
To prove that the cam-
paign has helped increase custom-
er traffic at Five Guys restaurants,
and that more customers prefer
Five Guys rather than other fast-
casual restaurants.
Strategy
Prior to any campaign decisions, we have asked
the survey question When we talk about the fast-casual
restaurant, which brand comes to mind first? We found
that Panera is the top-of-mind fast-casual brand among
those participants. So in September of 2015 after the
one-year campaign, we will ask the question again to
see if Five Guys will be the top-of-mind brand.
Also we will do observations to see if more
customers are attracted to Five Guys. The observations
will be done before, after and during the time the cam-
paign launches. The survey will be distributed online,
but it will also be assessed through the means used pre-
viously: in-depth interview. That way, we can gain a
more in-depth understanding of what their top-of-mind
brand is and why.
Rationale
The survey question can as-
sess whether the campaign has in-
creased the awareness of Five Guys
and if the top-of-mind brand has been
changed among our potential consum-
ers. By observing the same restaurants
post-campaign, we will clearly see if
the number of consumers has in-
creased or not.
Method 3:
Market Share Evaluation
Objective
To prove that there will
be a boost in the sales revenue,
and the market share will rise
for Five Guys.
Strategy
At the end of the year, a sales revenue
report and a market share report can help us
understand if the campaign was effective and
valid. By comparing the reports of other com-
panies, we can determine if Five Guys has
gained or lost consumers. This evaluation will
be done in January of 2016, giving us time to
observe if there was a significant in-
crease in sales.

Rationale
The reports of sales revenue
and market share are useful tools to
show the effectiveness of the one-year
campaign. The increase in sales reve-
nues and market share can prove that
customers have been positively affect-
ed by the campaign.
31
The Media Flowchart

32

33
Appendix

34
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