City Spotlight

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
Headshot of David Griner
By David Griner

September 13, 2018

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.

Headshot of David Griner

David Griner

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

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