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

Washington, D.C-based Five Guys long avoided ads and food photography, but the social media era has changed its approach. Five Guys

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.

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@griner david.griner@adweek.com David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."
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