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Top 100: Five Guys Burgers & Fries No. 5

February 18, 2012

5. Five Guys Burgers & Fries

Arlington, Va. / No. of units: 725

Five Guys Burgers & Fries was on a roll long before President Obama’s visit in 2009 incited a news media tidal wave. However, the attention certainly didn’t hurt. Last year, the chain expanded faster than any other in the segment, increasing its number of units by 45 percent and its sales-per-unit by 14 percent.

The company, which first opened in Arlington, Va., in 1986, relies on a simple formula — serving hamburgers made from fresh, never frozen, ground beef. Not one freezer exists throughout the system. Five Guys also prides itself on its diversity, insisting there are more than 250,000 ways to order a burger at any given location.

These characteristics have translated into much success for the chain, success that has contributed to its steady increase in both sales numbers and unit growth. Five Guys even topped this year’s Zagat’s list for best burger, beating out traditional favorites such as In-N-Out Burger and Wendy’s.

In a recent survey conducted by Market Force, Five Guys scored the highest out of all of the chains included — from McDonald’s to Chipotle and everything in between — based on a number of metrics. They included overall value, speed ofservice, friendly service and cleanliness.

More notably, Five Guys left other chains in its wake for quality of food and taste of food as its spot at No. 1 was earned by almost 50 percent more votes than the runner-up.

Interestingly, Five Guys doesn't advertise or embrace traditional promotions. The chain simply relies on its food — burgers and fries (it used the most Idaho potatoes in North America in 2010), hot dogs, a couple of sandwiches, and refillable Coca- Cola beverages — and its service.

According to the company, Five Guys doesn’t have plans to add any items to its succinct menu, instead focusing on a few items and “serving them to the best of our ability.” This straightforward philosophy has generated more than 410,000 followers on Facebook.