Here is an article on the success of a burgeoning cult brand – Five Guys Burgers and Fries.
James has been a member of this cult for several years. He and his wife stood in line for 45 minutes last month during the grand opening of the new Five Guys in Columbia, Missouri.
This article contends that Five Guys’ appeal is mostly based on the quality of the burgers and the simplicity of the menu. In reality, it likely goes much deeper than that. Their burgers are fantastic, but it’s not that hard to find a good burger in most cities.
For James, Five Guys feels like a cool, quirky secret place that no one else knows about. Although now that the chain is expanding rapidly, will he continue to feel that way?