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

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.