Five Guys New Product Presentation
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Transcript of Five Guys New Product Presentation
Brand Mantra
4 P’s
Brand Element
s
Secondary Sources
Brand Resonance
Equity Rating
WOW Factors
ByKristin Burger
Caio FernandesCaitlin KleinNick Leach
Jared Padilla
2
Five Guys is a convenient, fast paced restaurant chain with over 1,000 locations through
out the United States and Canada. This fast-growing red & white checkered chain,
uniquely uses peanut oil within their foods, and focuses on beef hamburgers, hotdogs
and French fries. There are several competitors when it comes to burger joints, but for
this project, we will compare Five Guy’s to In-N-Out, Fuddruckers, and McDonalds.
3
Positioning Statement
Five Guys is the only peanut oil based burger restaurant that offers high-quality and
fully-customizable American food for 17-25 year olds in a convenient and family
oriented environment.
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
Overall Recommen
dationsAppendix
Target Market: 17-25 year-oldsCategory: BurgersStrategy
Appeal to emotion: Sense of family, Lively, and Young.Price: Premium pricing
Competitors:
POP’s POD’s
4
BurgerFries
ConvenienceAmerican Food
Accessible
Peanut Oil BasedCustomization
Fun AtmosphereVariety of Toppings
Quality
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
Overall Recommen
dationsAppendix
POD Ratings5. Peanut Oil Based4. Customization3. Quality2. Variety of Toppings1. Fun Atmosphere
5
Five Guys
Fun
Lively
Big Portion
Peanut Oil Based
Convenient
Friendly
Premium
Five Guys
Peanut Allergies
Limited Menu
MessyGreasy
Slow
Positive Negative
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Mental Map
Strong Favorable Unique
• Premium• Big Portions• Convenient Locations• Customization
• High-Quality• Free additional toppings• Fun Atmosphere
• Cajun Fries• Peanuts• Peanut Oil Based• Red and White
Checkered theme
Core Brand Values• Premium• Burger Restaurant• Young & Lively
Atmosphere
Brand Mantra
Association Categories• Good Burgers• Customization• Premium• Classic (Red & White
Checkers)
6Brand
Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
Overall Recommen
dationsAppendix
7
Emotional Modifier
Descriptive Modifier
Brand Functions
Young & Lively
Premium Customizable
Burger Restaurant
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
Overall Recommen
dationsAppendix
Brand Mantra
POG Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
SocialRegular fries’
customers have the power to switch the
purchase to a healthier alternative.
Increase in the “health conscious” customers
rate
Cooking (frying) procedures with peanut oil.
Fresh potatoes from close-by farms.
Cooking technology is already established (no
need to add new machinery).
Healthier associations towards Five Guys menu.Greater variety of sides.Competitors have sweet
potato fries as a successful alternative to the regular fries option
Salty sweet product as a healthier alternative to the
regular and Cajun fries and that adds to the variety of sides
Economic
Technology
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
DescriptionSweet Potato Fries are a new addition to
the Five Guys French fries menu. It’s a salty sweet and nutrient rich addition
packed with vitamins, fiber and a complete serving of protein.
Special Features• Addition to fry variety• Savory Snack• Healthier alternative than “Regular
and Cajun” fries
Sweet Potato Fries
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Focus GroupOur Focus Group revealed that this should be a profitable new item for the fry menu.67% of the recipients had sweet potatoes as their personal favorite of the four new product concepts. The other 33%
Survey89% think that this is a good addition to the Five Guys fry menu.58% of respondents were “very interested” in buying Sweet Potato Fries.74% would associate “variety” with the new product of Sweet Potatoes. 53% would feel “happy” when they consume this product.
Research
Five Guys Associations
Tasty4.44
Quality4.28
Greasy3.78
Unhealthy3.78
Fresh3.67
Variety3.61
Fun3.5
Expensive3.39
Sweet Potato Fries
Tasty4.44 4.22
Quality4.28 4.17
Variety3.61 3.83
Fun3.5 4.61
Exciting3.78
Adventurous3.39
Yummy3.72
Transfer
3 Factor Model
4 Factor Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Sweet Potato Fries
Quality
Variety
Fun
ExcitingAdventurous
Yummy
Tasty
Five Guys
Tasty
Quality
HealthyExcitedHappy
Fun
Variety
ATAR Projection
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Recommendations
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Branding Strategy
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Branding Strategy
Modified brand (
Sweet potato fries are a modified brand because it adds variety to Five Guys while still being in the burger restaurant category serving burgers and fries. This new product adds another fry option, allowing customers to customize their fry order. It also adds an option that many other companies in their market have. It uses uses peanut-oil for the product just like the parent brand.
Extension Strategy
Sweet Potato Fries are a new addition to the
of protein.
Extension Classification
Line extension
Branding Strategy
Modified brand (adding a
different type of fries option)
Extension Classification
Line Extension (Sweet potato fries fall under the same category of a burger restaurant serving burgers and fries )
Extension Strategy
• Product allows Five Guys to be more customizable
• Uses peanut-oil from parent brand
• Adds more variety
Post Extension Mental Map
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Five Guys
Yummy
Lively
Peanut Oil Based
ConvenientVariety
Premium
Adventurous
POG Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
SocialIncrease in the “health conscious” customers
rate.
Primarily female population are willing to purchase a product
at Five Guys that provides with better
nutrients
Cooking technology is already established (little change in the machinery
needed).
Changes in the cooking method to make it less greasy and healthier
needed.
Healthier associations towards Five Guys menu.Greater variety of patties
and sandwiches.
Fresh and high-quality food already produced at Five Guys helps creating
credibility to the new sandwich. Healthy sandwich
alternative that increases the variety of the menu.
Economic
Technology
Chicken Sandwich
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
DescriptionChicken Sandwich is a boneless breast of chicken, marinated in special seasonings, grilled to perfection served on a toasted
wheat bun for. Includes tomatoes, lettuce, bacon and sauce (substitution provided).
Special Features• Addition to meat variety• Healthier alternative than beef patty
or hotdogs.
Research
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Focus Group 6/9 – put chicken sandwich as third
Survey68% think that this is a good addition to Five Guys meat option.42% of respondents were “interested” in buying a Chicken Sandwich.53% would associate “fresh” with the Chicken Sandwich. 47% would feel “trendy” when they consume this product.
Five Guys Associations
Tasty4.44
Quality4.28
Greasy3.78
Unhealthy3.78
Fresh3.67
Variety3.61
Fun3.5
Expensive3.39
Transfer
Chicken Sandwich
Tasty4.44 4.06
Quality4.28 3.72
Fresh3.67 3.5
Fun3.5 3.61
Happy3.67
Excited3.5
Healthy3.44
3 Factor Model
4 Factor Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Chicken Sandwiches
Quality
Fresh
Fun
HappyHealthy
Excited
TastyFive Guys
Tasty
Quality
Healthy
ExcitedHappy
Fun
Fresh
ATAR Projection
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Recommendations
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Branding StrategyBranding Strategy
Modified brand (different option
instead of a burger but still uses the Five
Guys brand)
Extension Classification
Line extension (Another option
besides a beef patty falling under the
same category of a burger restaurant)
Extension Strategy
• Product helps increase Five Guys customization value
• Product adds variety to the brand
• Adds a healthier option for Five Guys
Chicken sandwiches are a modified brand because it still uses the Five Guys brand by adding a different patty option. The product adds variety to the brand and builds upon the brands value of customization allowing people to choose what patty they want to have. The new product adds a healthy option to the menu catering to people who are more health conscious.
Post Extension Mental Map
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Five Guys
Peanut Oil Based
Convenient
Variety
Premium
Happy
Healthy
POG Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
SocialExpandable income
from burger and sandwich consumers to purchase a sweet cold
beverage as a component of a meal or
as a whole purchase itself.
New high-tech machinery would have to be added.
Production process would base itself on the high-quality standards Five-
Guys already have.
Research shows that milkshakes are extremely appealing to burger joint
customers.
Customers are aware of the premium quality of
Five Guys and would give credibility to the new
beverageSweet cold beverage that fits perfectly in a burger
joint and can be purchased as a component
of a burger meal or as a dessert itself.
Economic
Technology
Milkshakes
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
DescriptionMilkshakes are hand-spun the old-
fashioned way each time and topped off with whip cream and a cherry. Available in
Vanilla, Chocolate, and Strawberry.
Special Features• New menu for desserts• Freshly made milkshakes to pair with any
menu item• Perfect way to satisfy your sweet tooth
Research
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Focus Group5/9 – choose milkshakes as their second choice
Survey95% think that this is a good for a Five Guys dessert menu.58% of respondents were “very interested” in buying Milkshakes.57% would associate “quality” with the new product Milkshakes. 74& would feel “excited” when they consume this product.
Five Guys Associations
Tasty4.44
Quality4.28
Greasy3.78
Unhealthy3.78
Fresh3.67
Variety3.61
Fun3.5
Expensive3.39
Transfer
Shakes
Tasty4.44 4.5
Quality4.28 4.06
Fun3.5 4.17
Unhealthy3.78 3.89
Yummy3.78
Happy3.78
Delicious3.67
3 Factor Model
4 Factor Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Milk Shakes
Unhealthy
Quality
Fun
HappyDelicious
Yummy
Tasty
Five Guys
Unhealthy
Quality
Yummy
HappyDelicious
Tasty
Fun
ATAR Projection
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Recommendations
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Branding StrategyBranding Strategy
Modified brand (adding shakes that uses the Five Guys name, not a new
brand)
Extension Classification
Category extension (the shakes are different from
anything Five Guys offers. Adding a new
category to their “burgers and fries”
Extension Strategy
• Product is relevant to the category of a burger restaurant
• Five Guys brand gives quality to the milkshakes
Milkshakes are a modified brand because the shakes will use the Five Guys brand. They add variety to the brand as well as a POP since other burger restaurants offer shakes with their other products. The brand will give the Milkshakes quality and will make them premium. The shakes are different from the other categories Five Guys has making it a category extension
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Post Extension Mental Map
Five Guys
Lively
Convenient
Friendly/Happy
DeliciousTasty
Premium
Yummy
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
POG Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
SocialThere is an increasing personal disposable income to spend on unlimited toppings fries, as it would
require an insignificant addition to the regular
fries price.
Toppings are already existent on the burgers menu and would only
require a greater purchase of the products with the
distributers.
Five Guys customers are aware of its culture of
unlimited toppings to the burgers and want to see
the same offer to the fries. That creates a sense of
uniqueness and attachment to the brand.
Customizable and Personalized option of
fries for a fixed price that adds to the variety of the
menu with unique and great range of possibilities
Economic
Technology
Customize Fry Toppings
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
DescriptionMix and match the traditional Five Guys
toppings to add to any french fries selection: Regular and Cajun
Special Features• Addition to fry variety• For daring customers with creative
minds who want expand on the traditional selection.
Research
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Focus GroupAfter proposing the four product, breakfast sandwiches, we proposed a 5th due to the lack of interest. The fourth product is customized toppings for the three type of fries Five Guys provides.
Survey68% think that this is a good for Five Guys.37% of respondents were “very interested” in buying Customized Fries.47% would associate “variety” with the new product of customizing fries. 47% would have “fun” when they consume this product.
Custom Fries
Variety3.61 4.22
Greasy3.78 3.94
Unhealthy3.78 3.89
Fun3.5 3.83
Tasty4.44 3.78
Adventurous3.89
Exciting3.72Five Guys
Associations
Tasty4.44
Quality4.28
Greasy3.78
Unhealthy3.78
Fresh3.67
Variety3.61
Fun3.5
Expensive3.39
TransferTransfer
3 Factor Model
4 Factor Model
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Custom Fries
Fun
Variety
Greasy
UnhealthyExciting
Adventurous
Tasty
Five Guys
Fun
Adventurous
Exciting
UnhealthyTasty
Variety
Greasy
ATAR Projection
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Recommendations
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Branding StrategyBranding Strategy
Modified brand (adding a
different type of fries option)
Extension Classification
Line Extension (Custom fries fall under the same
category of a burger restaurant serving burgers and fries )
Extension Strategy
• Product contains core brand value of customization
• Uses peanut-oil from parent brand
• Adds more variety
Customized fries is a modified brand because it adds variety to the overall Five Guys brand but stays underneath the brand category of a burger restaurant serving burgers and fries. This new product is customizable just like the parent brand and uses peanut-oil for the product. The fries will add variety giving people more options when ordering.
Post Extension Mental Map
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix
Five Guys
Lively/Exciting
Adventurous
Variety
Peanut Oil Based
Convenient
Premium
Brand Overview
Concept 1: Sweet
Potato fries
Concept 2: Chicken
Sandwich
Concept 3: Milkshakes
WOW: Customize
Fries
OverallRecommen-
dationsAppendix