How Five Guys Tricks You Into Coming Back—One Small Fry at a Time
Have you ever ordered a small fries at Five Guys and then noticed an unexpected mountain of extra fries in your bag? It feels almost like a happy accident—a little bonus that makes your day feel extra special. But what if I told you it wasn’t an accident at all, but a carefully engineered customer experience trick? Welcome to the world of Five Guys’ ingenious marketing strategy.
The Magic Behind the Extra Fries?
When you pull up to Five Guys and ask for a small order of fries, you're in for a delightful surprise. Instead of receiving just the “small” portion you expect, you're handed an abundant serving of fries. This isn’t a mistake or an overzealous employee; it’s a deliberate strategy devised by the founder, Jerry Morel.
Morel’s idea is simple yet brilliant: by offering extra fries in every bag, Five Guys creates a perception of added value. Even though the cost is already factored into the price, the customer experience feels enhanced. You walk away feeling like you’ve received more than you paid for—a little slice of luck that makes you think, “Today must be my special day.”
The Customer Experience Angle
At its core, the principle is straightforward: treat your customers right, and they will keep coming back. However, executing this principle consistently is no small feat. Five Guys nails it by going above and beyond expectations. They aren’t just selling burgers and fries; they’re selling an experience that makes you feel like a VIP every time you visit.
The Psychological Play
Imagine this: You order your usual small fries, but as you take your first look, you're met with a generous serving that exceeds your expectations. In that moment, your brain registers a win—you’re getting more than you bargained for. This unexpected bonus taps into a psychological phenomenon where you feel valued and fortunate. It’s a tiny, yet powerful reminder that sometimes, you really do get more than what you pay for.
This strategy is not just about inflating the portion size; it's about the perceived value. Five Guys intentionally uses a smaller cup size for the fries, ensuring that even the “small” option looks abundant and overflowing. It’s a subtle trick that leaves a lasting impression and, most importantly, turns first-time customers into repeat visitors.
Why It Works
Perceived Value: You feel like you're getting a bonus, even though the extra fries were always included in the price.
Emotional Impact: That little moment of surprise creates a positive emotional connection with the brand.
Enhanced Experience: It’s not just about the food; it's about feeling special, lucky, and valued every time you order.
Consistency in Quality: The trick works even better because the food itself is delicious and consistent in quality, reinforcing the overall positive experience.
Final Thoughts
Five Guys has turned something as simple as extra fries into a powerful tool for customer retention. By adding a touch of surprise and delight to every order, they ensure that each visit leaves you with a sense of having received something extra. It's a small gesture with a big impact—one that keeps customers coming back time and again.
If you enjoyed learning about this clever customer experience trick, be sure to like, subscribe, and join me on this journey of exploring innovative ways to delight customers. After all, great experiences are what turn ordinary transactions into extraordinary moments.
I’m Dominic, a passionate advocate for exceptional customer experience, and I can’t wait to share more insights with you in the next post. Until then, enjoy your extra fries and remember—sometimes, the little things are what make life special.
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