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A frustrated customer recently took to social media to express their surprise at the high cost of a meal at the popular burger chain.
They shared a photo of their receipt, which revealed that a bacon cheeseburger cost $12.49, small fries were $5.19, and a soda came to $2.89, totaling $24.10.
“I was expecting about $12 to $15 per person for Five Guys. $22 (without tip) just seems to cross a line. What is the right amount these days?” the customer wrote in a follow-up post.
While Five Guys is known for being more expensive than many other fast food chains, CEO and founder Jerry Murrell believes the cost is entirely justified, offering a simple explanation.
Murrell, who founded the family-run business in 1986 and named it after his five sons, has long defended the company’s higher prices.
“Our food prices fluctuate,” Murrell explained to Inc. Magazine. “We do not base our price on anything but margins.”
He clarified that the fast food chain adjusts prices based on the cost of ingredients. “We raise our prices to reflect whatever our food costs are. So, if the mayonnaise guy triples his price, we pay triple for the mayonnaise!” Murrell added. “And then we’ll increase the price of our product.”
Despite some customer frustration, the pricing strategy has proven effective—Five Guys now operates nearly 1,700 locations worldwide, with another 1,500 in development.
For those feeling the pinch, there may be some good news for US customers.
In January, Five Guys introduced a new “Classic Combo” meal deal, currently being tested in 177 locations across the States. The deal includes a Little Burger or Little Cheeseburger, a Little Fry (regular or Cajun), and a 16-ounce drink for $12.99.
Murrell acknowledged that customers had been asking for a combo meal for years, and the company is finally testing the concept.
“Our loyal fans have requested a combo from us for a long time, and we are ready to give them this gift leading up to our 40th anniversary,” Murrell said.
If the trial proves successful, the Classic Combo could roll out to more locations and potentially make its way to other countries like the UK, where customers are also eager to save money.
Murrell concluded that Five Guys has always taken a no-frills approach to its restaurants, prioritizing quality over gimmicks.
“That’s why the décor is so simple—red and white tiles. We don’t spend our money on décor. Or on guys in chicken suits. But we’ll go overboard on food,” Murrell explained to Inc. Magazine.
He also shared that the “best salesman is our customer,” adding, “Treat that person right, and they’ll walk out the door and sell for you.”
