How Five Guys, a Brand Built on Customer Experience, Finally Warmed Up to Advertising

Marketing vp Molly Catalano reflects on chain's massive growth and digital evolution

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.

To customers, Five Guys is best known as a no-frills, dependably satisfying burger chain with a red-and-white aesthetic and a minimalist menu. But in the marketing world, Five Guys is known for being one of the rarest unicorns: an international chain that doesn’t advertise.

Since being founded in Washington, D.C., in 1986, the brand has balked at paid ads, focusing instead on its in-store experience and, as it grew across the nation and then the globe, the publicity boost each time it expanded into a new market.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in