'I didn’t want anybody shooting me': Five Guys CEO gave away $1.5 million over botched BOGO promo
Fortune • • business
Key Points:
- Five Guys faced significant challenges during its Feb. 17 BOGO promotion for its 40th birthday, with stores running out of food, overwhelmed workers, and long lines due to unexpectedly high customer turnout.
- CEO Murrell openly apologized to employees and customers, awarded $1.5 million in bonuses to frontline staff, and organized a "40th After Party" do-over event to better manage demand and support employees.
- Murrell expressed surprise at the promotion's success, noting sales increased by 130%, far exceeding his expectations, and emphasized the importance of rewarding employees for their hard work during the crisis.
- The chain has a longstanding culture of generosity, donating 20% of sales from community events to local charities and encouraging franchise owners to contribute to their communities.
- Five Guys remains a privately owned, family-run business with multiple generations involved, reflecting a commitment to maintaining its founding values and culture.
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