Five Guys embrace a simple concept: sell high-quality food (use fresh meat, no frozen products, and keep the preparation process simple). Franchising would require providing a license to other entrepreneurs and could jeopardize the company culture. It has no drive-thru, refuses to delivery, and relies on word-of-mouth communication rather than advertising. What were some of the risks involved with turning Five Guys into a franchise? What differentiates Five Guys products from other fast-food burger franchises? Describe some of the ways in which Murrell and his family retain control over the Five Guys franchise.
Five Guys embrace a simple concept: sell high-quality food (use fresh meat, no frozen products, and keep the preparation process simple). Franchising would require providing a license to other entrepreneurs and could jeopardize the company culture. It has no drive-thru, refuses to delivery, and relies on word-of-mouth communication rather than advertising. What were some of the risks involved with turning Five Guys into a franchise? What differentiates Five Guys products from other fast-food burger franchises? Describe some of the ways in which Murrell and his family retain control over the Five Guys franchise.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Five Guys embrace a simple concept: sell high-quality food (use fresh meat, no frozen products, and keep the preparation process simple). Franchising would require providing a license to other entrepreneurs and could jeopardize the company culture. It has no drive-thru, refuses to delivery, and relies on word-of-mouth communication rather than advertising.
- What were some of the risks involved with turning Five Guys into a franchise?
- What differentiates Five Guys products from other fast-food burger franchises?
- Describe some of the ways in which Murrell and his family retain control over the Five Guys franchise.
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