To discuss Five Guys’ vision for the region, its plans for expansion and the Middle East and its consumers’ positioning. in the global F&B industry, we had an exclusive chat with Joel Bearden and below is what he had to say. 

BB: Jerry Murrell could hardly have foreseen that his concept of a hamburger and fries joint would evolve into one of the world’s most iconic and beloved global brands. In your perspective, what key factors contributed to Five Guys’ remarkable success?

JB: Central to our success is our Five Guys’ ethos of no microwaves, no freezers, no timers and unwavering premium quality. We always ensure that everything is fresh and prepared from scratch. Our primary focus has been on providing top-notch burgers cooked to perfection. By giving priority to freshness, flavour, and simplicity, we’ve established a distinctive position in the fiercely competitive industry. This dedication to excellence is deeply embedded in our culture. We also offer a unique level of customization, allowing customers to personalize their burgers with a diverse array of toppings and condiments, thus enhancing the dining experience. 

Additionally, our exceptional customer service is a fundamental value, with staff trained to provide a personalized experience, consistently going the extra mile to guarantee customer satisfaction. Lastly, our best marketers are our customers and word of mouth remains a key ingredient to our growth and success. 

BB: In a world saturated with numerous burger joints spanning the globe, it’s undeniable that competition in the fast-food industry is fierce. Amid this crowded landscape, Five Guys has managed to carve out a distinctive niche and build a dedicated following. What sets Five Guys apart and makes it unique in the competitive landscape of fast-food restaurants?

JB: What sets us apart in the competitive landscape of quick-service restaurants is our unwavering commitment to freshness and customization. Five Guys prioritizes the use of fresh beef patties, freshly baked buns, made using an authentic secret recipe unique to Five Guys. Additionally, our fries are also one of our most unique factors, which are always served unpeeled boardwalk style and hand cut in-store from scratch. They are fried twice, shaken exactly 15 times and either salted or seasoned with Cajun spice. These ingredients help us deliver a superior taste and dining experience. 

Five Guys stands out for its focus on simplicity, offering a limited, carefully curated menu of core items. This approach streamlines operations, enhancing efficiency, and upholding rigorous quality control standards, all contributing to Five Guys’ distinctive position in the industry.

BB: Five Guys has experienced significant growth since its inception in 1986. It started in Virginia, USA but has since expanded both nationally and internationally. Can you talk to us a little about Five Guys vision for the Middle East and its plans for expansion in the region?

JB: As the franchise holder of Five Guys in the UAE, we have ambitious expansion goals throughout the country. Recently, we inaugurated our latest stores at Town Square and Galleria Mall Al Barsha. Furthermore, we’ve expanded our presence by launching our first branch in Sharjah and opening new outlets at Nakheel Mall, Palm Jumeirah, Dubai Hills Mall, and The Galleria Al Maryah Island in Abu Dhabi. We are continuously exploring potential new locations and are in the process of expanding into other emirates, as well as additional areas within Abu Dhabi. By the first quarter of 2024, we anticipate having approximately 16 establishments in operation in the UAE. 

Five Guys has built a strong reputation for delivering a top-notch dining experience, and with each new location, we are committed to consistently upholding that standard.

BB: Burgers and fries, once considered classic fast food, have evolved into a culinary phenomenon in the region. What exactly are Middle East food enthusiasts seeking when it comes to these American staples?

JB: As with any market it enters, Five Guys understands the importance of cultural sensitivity and we’ve made certain modifications to our menu for this region. For example, all our meat is 100% halal, and we offer vegetarian options.

We’ve also invested considerable time and effort in understanding the local market dynamics, consumer behaviours, and competition. Middle East food enthusiasts have a discerning palate when it comes to American staples like burgers and fries. Quality is paramount, as they value restaurants that prioritize high-quality ingredients, opting for fresh, premium beef in their burgers and real, hand-cut potatoes for their fries.

Customization is another key aspect, allowing diners to tailor their burgers with a wide array of toppings and condiments, creating flavours that align perfectly with their individual preferences. Additionally, the dining experience plays a significant role in their culinary journey, with a comfortable and modern atmosphere being a key factor to enhancing the overall pleasure of indulging in burgers and fries.

BB: Five Guys has garnered a cult following among burger enthusiasts and foodies. Do you see a cult following brewing in the Middle East?

JB:  The brand’s dedication to excellence, personalization, customer satisfaction, and ensuring a flawless burger with each order strikes a chord with local food enthusiasts. The key to our repeat customers is our unwavering commitment to maintaining consistent burger quality. We never compromise on quality. Some customers even make it a point to visit all our locations, no matter where they are, and they enthusiastically share their love for our burgers and the exceptional service provided by our teams.