Five Guys is proposing a digital marketing campaign called "#OneOfTheGuys" on Twitter to increase customer engagement and store visits. The campaign would involve posting secret discount codes on Twitter weekly that customers could say in-store to receive benefits. It would also redesign the Five Guys app and increase their social media presence. The estimated budget is $10.36 million and would result in a $3.14 million revenue gain through higher sales.

1. Five Guys
Digital Marketing Strategy
Jason Geier, Michael Averbeck, Matthew Barker, Sarah Comunale,
Callie Peters, Ni Ye, Kevin Spencer

2. Five Guys History
– 1986: The first Five Guys location opens in Arlington, VA.
– 1986 - 2001: Five Guys opens five locations around the DC metro-area
and perfected their business of making burgers... and starts to build a cult-
like following.
– 2002: Five Guys decides DC metro-area residents shouldn't be the only
ones to experience their burgers and start to franchise in Virginia and
Maryland.
– 2003: Five Guys sells out of franchise territory within 18 months and starts
to open the rest of the country for franchise rights.
– 2003 - Present: Five Guys expands to over 1,000 locations in 47 states
and 6 Canadian provinces.

3. Five Guys Random Facts
• There are over 250,000 possible ways to order a burger at Five
Guys
• Use only fresh ground beef.
• There are no freezers in Five Guys locations, just coolers. Nothing
is ever frozen.
• Use only Peanut oil.
• The company is the fastest-growing fast food chain in the United
States, with a 32.8% sales increase from 2010 to 2011

4. Demographics
• Gender
– Male: 75%
– Female: 25%
• Age
– 18-39
• Income
– $35,000 or greater

5. Current Marketing
• Word of Mouth
– Let the food do the talking
• Spend minimal amount of money on marketing

6. Website

7. Facebook

8. Twitter

9. Fast Casual Restaurants
• Distinguishable
• Clustering
● Fast growing segment

10. The Future of Fast Casuals
• Sales forecasted to show an increase of 10.5% in 2013
• 9% of consumers have increased the number of times they
visit fast casual restaurants compared to 2012
• 26.7% growth predicted from 2013-2018

11. Fast Casual Marketing
• National TV ad campaigns ineffective
• Use social media to access millennials

12. Fast Casual Marketing Techniques
• Out-of home advertisements
• Sweepstakes/contests
• Retail items
• Social media interaction
• Sponsorships
• Cause and charitable programs
• Local community involvement
• Freebies to stimulate trial use
• Coupons and loyalty programs instead of
discount pricing

13. Fast Casual Marketing
• BOGO, printed
coupons, and daily
specials encourage
visits to fast casuals

14. Chipotle: Visual Marketing
• Does not focus on menu items or discounts
• Focuses on supporting farmers and fresh food
• TV ad campaign in 2011
• Summer 2013 follow up
• Scarecrow game

15. Chipotle: Social Media Marketing
• Adventurrito
– 20 day promotion of daily puzzles
– Social media also used to give hints

16. Chipotle: Loyalty Program
• Invitation only
• 5,000 members as of Aug 2012 who receive
benefits
• Program will eventually be open to all

17. Noodles and Company: Out of
Home Marketing
• “Your World Kitchen” campaign in April 2013

18. Noodles and Company: Out of Home
Marketing/Social Media
• Fresh Vegetables Masterpieces photo contest on
Facebook in April 2013 (#NoodlesSpring)

19. Smashburger: Freebies
•
• Gave away a free Classic
Smash to anyone with the last
name “Burger” or variation
thereof to celebrate National
Burger Day on May 28, 2013

20. #OneOfTheGuys
• Twitter Campaign to bolster twitter community involvement
– Twitter is the best channel to keep with Five Guys’
“secret marketing” strategy already established.
– Will hopefully gain “verified” status by reaching 100k
followers.

21. • 1-2 times a week, Five Guys will announce a phrase
• Repeated to cashier in-store to receive discount/benefit
• Interactive way to gain involvement from audience while using
Twitter as the medium to draw people into the store.
• “Exclusive” feel, consumer feels special.
#OneOfTheGuys

22. #OneOfTheGuys” Example Posts
Secret Word: Peanut Oil
“Everyone loves our fries. Say “peanut oil” to the
cashier to receive a free LARGE upgrade today only!
#OneOfTheGuys”

23. Secret Word: Presidential Burger
“Every customer gets special treatment at Five Guys. Say
“Presidential Burger” to the cashier & get 15% off the
presidential burger today! #OneOfTheGuys”
#OneOfTheGuys” Example Posts

24. Secret Word: “Variety is the slice of life!”
“Say ‘variety is the spice of life’ to the cashier today to get
a free extra patty on your Five Guys burger!
#OneOfTheGuys”
#OneOfTheGuys” Example Posts

25. Secret Word: Cheese Fries
“Say ‘cheese fries’ to the cashier to make your regular
order of fries into (secret menu) cheese fries for free!
#OneOfTheGuys”
#OneOfTheGuys” Example Posts

26. Secret Word: “I’m A Fanatic!”
“It pays to show Five Guys how much you care! Say ‘I’m a
fanatic’ to the cashier to get a free fountain drink today!
#OneOfTheGuys”
#OneOfTheGuys” Example Posts

27. Secret Word: Cajun Style
“Some like it hot! Say
‘Cajun Style’ to the cashier
to get 15% off your order
today! #OneOfTheGuys”
#OneOfTheGuys” Example Posts

28. Key Benefits:
● Increased involvement with twitter community.
● Increased in-store foot traffic.
● Increased knowledge of Five Guys with introduction of
“secret menu” items and info about the company.
● Relatively low-cost per incentive per consumer.
#OneOfTheGuys”

29. Digital Benefits:
● Incorporation of Twitter feed in the app will get more
people to use the app.
● Increase in followers will eventually lead to “verified”
account, giving people more trust in the company.
● Incentivized participation/reaction to tweets.
#OneOfTheGuys”

30. Creative Side of Marketing
In order to have a digital presence, Five Guys will have to
update their digital look and upkeep their digital
presence. Two things are necessary for this:
● Employing a graphic designer
● Hiring an employee to run the social presence for the
company

31. Creative Side of Marketing
With a graphic designer/digital on payroll, Five Guys will
now have:
● A uniform look to their Facebook/Twitter once a template
and layout is created for each.
● Pre-made templates for Facebook/Twitter blast regarding
our campaigns
● A professionally designed logo for #OneOfTheGuys to go
on contest t-shirts

32. Creative Side of Marketing
With an employee to run their social media sites on
payroll, Five Guys will now have:
● Someone to regulate what is posted on Facebook/Twitter
● A uniform feel to all of their social media sites
● Constant posting to keep the Facebook/Twitter relevant
on on customers Feeds

33. Twitter Prizes
How to enter
• Tweet that day’s secret word with the
hashtag #OneOfTheGuys
• Need your location enabled on your tweet.

34. Prize Levels
Regional
• Shirts/merchandise
• Visa Gift Cards
Grand Prize
• Trip to the Super Bowl

35. New Design for App
• New login page
• Connect with other accounts

36. New Design for App
• Message notice
• Edit groups

37. New Design for App
• Login everyday process
• Get prize with Day 15/30

38. New Design for App
• Consumers design own burgers
• Edit the name of their collection

39. New Design for App
• Order-online page redesign
• Add more option

40. New Design for App
• New information for new stores

41. New Design for App
• See others snapshot
• Share yours

42. New Design for App
• Directly see news on apps
• Delete option

43. New Design for App
• Same as FB groups
• Delete option
• Share yours

44. New Design for App
• Only can see five guys members
login account
• Secret words page

45. New Design for App
• Sliding with your fingers
• Special meal on Holiday
• Have to go to store to get
secret words

46. New Design for App
• A winner everyday
• Shake phone to see winner
• Expire everyday

47. New Design for App
• Secret word page
• Once a week
• Tweet it

48. Budget Obtained for Campaign
• Stores average about $350,000 in sales per year
• 1000 stores nationwide = $350 million annually
• 2% - 5% spent on the promotion
• Budget: $7 - $17.5 million

49. Discount Costs
• Store average $350,000 per year
• $29,000 in monthly sales
• 15% increase in sales from promotion
• New monthly sales: $33,000
• 10% in freebies = $3330 per month/$10,000 for 3 mos
• 1000 stores = $10 million in discounts

50. Prize Costs
• $1000 Visa gift cards to 10 winners in each of 4 regions
in each of 3 months.
• $1000 x 10 x 4 x 3 = $120,000 in monthly winners
• Grand Prize = $40,000 (super bowl tickets plus
expenses)

51. Annual Sales Increase
• 15% increase in monthly sales = $4500
• $4500 x 3 months x 1000 stores = $13.5 million

52. Total Campaign Costs
• $10 million in discounts
– $160,000 in prizes
– $100,000 App redesign
– $100,000 Marketing creative
• $10.36 million in expenses
• 3% of annual sales

53. Gains from Campaign
• $13.5 million increase in sales
• $10.36 million in expenses
• $3.14 million revenue gain