All right, let's dive into this.
Five guys, right?
They're everywhere, but they don't really do marketing,
do they?
You said over this fascinating interview
with John Eckbert, the CEO of Five Guys Europe.
He was on the diary of a CEO podcast.
And, well, it got me thinking, how do they do it?
I know, it's like they've cracked some secret code.
It's a bit mind blowing when you think about it.
Building a global brand with what?
Practically zero traditional advertising,
we've gotta dig into this.
Yeah, and Eckbert, he talks about word of mouth.
Obviously that's huge E for them.
But it's more than just having a good product.
They've really crafted this whole experience.
Right, it's like you go there
and you become part of the show, those open kitchens.
They're not just about transparency,
they're like a statement, freshness on display,
controlled chaos.
It's fun, you're watching them work.
And of course, your burger's being made
exactly how you want it.
And speaking of, over 250,000 burger combinations,
it's gotta be some kind of record.
And you know what's interesting?
It's not just about the numbers.
Think about it, that level of customization,
it makes you feel like you're in control,
creating your own masterpiece.
And people love to share that, don't they?
Especially when it makes them feel like
they've discovered something special.
Exactly, if you feel like you've built
the best burger ever, you're gonna tell everyone.
And remember Obama, going for five guys,
free publicity right there, the best kind.
Total marketing gold.
And well, Eckbert mentioned that first five guys
outside the US Covent Garden, right?
Two years, lines around the block,
and they haven't spent a dime on advertising.
Incredible, and you know, it makes you think,
how did you find out about all the brands you love?
I mean, was it an ad?
Or was it a friend ranting and raving?
It's a great question.
We're so bombarded with marketing messages these days.
But the things that really stick with us,
they often come from those genuine
personal recommendations.
It's like, you trust a friend more than some billboard, right?
And that's what five guys has tapped into, that trust.
But it's also about their values, right?
It's not just about the burger, it's about the whole package.
Quality, transparency, really going above and beyond
for the customer.
Yeah, and the quality starts with the ingredients.
They're famous for their fries, only three ingredients.
Potatoes, peanut oil, and salt.
That's it.
It's so simple, but it's a statement.
Like, compare that to other fast food places.
Five guys are saying, we're not hiding anything,
what you see is what you get.
Simple menu, tons of combinations,
fresh, high quality ingredients.
And they show you how it's done.
That open kitchen, it's like they're inviting you in.
Like, see?
We're not hiding anything, this is how we roll.
I find that super refreshing, to be honest.
Makes me trust them more.
Oh, for sure.
Transparency is huge.
Knowing where your food comes from and how it's made,
I mean, that matters.
It influences my choices, definitely.
But you know what else Eckbert said
that really stuck with me?
He said, none of this works without the right people.
You can have the best ingredients in the world,
but if your team's not passionate about it,
it won't translate.
He's got a point there.
It's that human element, right?
You can have the best systems, the freshest ingredients,
but if the people making your burger don't care,
it's just not gonna be the same.
And he actually said something really interesting
about their hiring process.
It's almost like a negative sell.
Like, they're very upfront about how tough the job is.
It's not for everyone.
Really, I mean, that sounds almost counterintuitive.
Like, why tell people how hard it's gonna be?
Wouldn't that scare them away?
Maybe, but it also weeds out the people
who aren't really dedicated.
If you're upfront about the demands of the job,
you attract people who are truly passionate
about Five Guys, and they're less likely to, you know,
jump ship when things get tough.
So less turnover, a stronger team.
Yeah, that makes sense.
And of course, those five core values,
Eckbert listed them out.
Integrity, competitiveness, enthusiasm, family,
and getting it done.
It's like a filter, making sure everyone's on the same page.
Exactly.
And they invest in their people, too.
Lots of training, lots of opportunities
to grow within the company.
And that cultural fit, it goes all the way to the top.
Eckbert even said he could get fired
if he doesn't live up to those values.
It's serious business.
It shows you how committed they are
to creating this, like, unified team,
everyone rowing in the same direction.
And that, I think, leads perfectly
into their obsession with quality control.
But we'll have to unpack that after the break.
OK, so quality control, five guys takes this seriously.
Seriously.
Mystery shoppers twice a week at every single store?
I mean, come on.
That's dedication.
And it's not just like a pat on the back if you do well.
They actually tie those mystery shop scores
to employee compensation.
So the crew, they have a real incentive
to keep those standards high.
It's not just following a checklist.
It's about pride in your work, knowing it directly
affects your paycheck.
And Eckbert really emphasized how operationally focused
their leadership team is.
Right.
It's not just some executive sitting in a boardroom
detached from the day to day.
Everyone in the leadership position
has actually worked on the front lines.
They get it.
They understand the customer experience
because they've been there.
Which means they're making decisions
based on what actually works, what actually
matters to the customer.
Makes me think of, have you ever had a time when,
like, a tiny detail just made or broke
a whole experience for you?
Oh, all the time.
Like a barista remembering your order,
or maybe like a little mistake that just ruins a whole meal.
It's amazing how those small things can
have such a huge impact.
Exactly.
And five guys gets that.
They sweat the small stuff because they know it matters.
It's all part of creating that positive experience
for the customer.
And speaking of details, they had
to adapt a bit during the pandemic.
They were super hesitant about delivery at first.
Right.
Like, it felt like going against everything
they stood for, fresh off the grill, you know.
But the UK market, they were already doing delivery.
And it was working, so.
Even the founding family, they realized, hey,
maybe we need to rethink this.
Talk about a willingness to change.
But they didn't just throw their burgers in a bag
and say, good luck.
Oh, no.
They went all out to make sure the quality stayed high.
They even gave tips on how to reheat the fries
so they'd be crispy.
They wanted to deliver that same five guys experience,
even if it wasn't in the store.
And I thought it was really cool how
Eckbert opened up about the human side of leadership.
Yes.
Talking about his divorce, separation from his kids,
the impact on his mental health.
I mean, you don't hear CEOs being that vulnerable very often.
It's so refreshing.
And by sharing his struggles, he's
showing how important it is to connect with employees
on that human level, especially during tough times.
Like, he talked about finding support within the five
guys community and how that really shaped his approach
to leadership.
He wants to create a culture where people feel safe sharing
their own challenges.
Right.
Like, knowing you'll be supported no matter
what you're going through.
And he's a big advocate for mental health resources.
And there's this quote I wrote it down.
Eckbert said, the most intense and rewarding moments
as a leader are the human ones.
That's powerful.
It really speaks to his philosophy.
Connection, it's at the heart of it all.
Makes you think about the best leaders you've worked with.
You know, the ones who really make a difference.
They're often the ones who are willing to be vulnerable,
to show their human side.
They build trust.
They build those genuine relationships.
And that long term vision, it's built into the five guys
business model too.
That joint venture structure is fascinating.
Yeah.
Explain that a bit.
A lot of companies, they're so focused on the next quarter
of the next earnings report.
But five guys, they're playing the long game.
A joint venture, it's basically when two or more parties team
up, pool their resources together for a specific goal.
For five guys, this structure allows them to make bold,
long term decisions.
They're not under pressure to deliver those short term games
that a publicly traded company might be.
And that freedom allows them to do things like invest
in those prime real estate locations,
even if the payback takes a while.
Like that Covent Garden store, they projected it'd take
five and a half years to pay back.
And it only took two.
That's what can happen when you have that long term vision.
It's a great contrast to those companies that are always
chasing the next quick win.
Sometimes you've got to slow down, think about the bigger
picture.
It's a lesson we can all apply to our lives too.
Are we sacrificing our long term goals
for those short term gains?
Are we losing sight of what really matters?
It makes you think.
And it all ties back to Eckbert's personal recipe
for a fulfilling life.
Connection, vulnerability, and growth.
He talked about confronting his shadow side, those parts
of ourselves we tend to hide.
Like embracing those negative emotions,
finding healthy ways to express them.
Not just bottling things up and letting them fester.
And he talked about learning to give and receive love
in a way that truly resonates with his partner.
Really listening, really seeing the other person,
not just projecting his own needs onto them.
It's clear he's on a journey of personal growth.
And it's inspiring to see someone at his level
be so open about it.
And he challenges us to think about our own essential
ingredients for happiness.
What truly matters to us?
What brings us joy and fulfillment?
It's a great question to ponder because five guys
they're not just selling burgers.
They've created this whole experience, this community.
And they've done it by staying true to their values,
focusing on quality and treating people right.
It's proof that you can achieve success
without sacrificing your integrity.
And that's something worth celebrating.
Absolutely.
Five guys, they're not just a burger joint.
They're a case study in how to build a brand
that people genuinely love and connect with.
It's a powerful lesson.
Sometimes the most unconventional approaches,
they yield the most amazing results.
And sometimes the key to success is simply being human,
being real, connecting with people on a deeper level.
That's what five guys has done.
And it's clearly working for them.
So there you have it, our deep dive
into the fascinating world of five guys
and their anti-marketing success story.
We hope you found it insightful.
Food for thought, right?
Until next time, keep exploring,
keep questioning and keep diving deep.
You know, it's funny.
We have a long-term versus short-term thinking.
And then bam, here's five guys doing things their own way.
And it's working.
It's really remarkable.
They've shown that you can build
a wildly successful business
without sacrificing your values
or treating people like cogs in a machine.
And it all circles back to that anti-marketing thing, right?
It's not that they don't market at all.
It's that they understand what truly matters.
They create an experience that's so good, so shareable.
It's like built-in marketing.
Yeah, their anti-marketing is actually brilliant marketing.
It's about focusing on the core stuff,
a fantastic product, a genuine experience, real connection.
No need for flashy ads
when you have a legion of fans spreading the word for you.
And it's sustainable, right?
You're building loyalty, not just hype.
It's such a refreshing contrast
to like all the noise out there.
They've shown that you can stand out by being authentic,
by focusing on quality,
and by treating people like people,
both your employees and your customers.
It's a powerful lesson.
Maybe the key to success isn't about being the loudest,
but about being the most genuine,
connecting with people on a real level.
Delivering on your promises.
It's not rocket science,
but it's easy to forget in the hustle and bustle
of trying to build a business or a brand.
Five Guys is a great reminder
that sometimes the simplest approach is the best.
So what are your big takeaways from all this?
Anything that really stuck with you?
You know, for me, it's that human connection
is at the heart of it all,
whether it's a business, a relationship,
or just your own personal journey.
Five Guys has shown that by focusing on the things
that truly matter, quality, authenticity, connection,
you can achieve amazing things.
And that's a wrap on our deep dive into Five Guys
and their anti-marketing success.
We hope you enjoyed it.
Learn something new.
Yeah, maybe it'll even inspire you to think differently
about your own approach to business,
or just life in general.
Thanks for listening.