Five Guys Is Making some Changes

Why It Matters

The catering launch and combo experiments open fresh revenue avenues and modernize Five Guys’ brand presence, ensuring the 40‑year‑old chain stays relevant amid evolving consumer expectations.

Key Takeaways

• Five Guys launches catering via EasyCater and app ordering.
• New combo meals test customer demand for bundled pricing.
• Increased digital advertising marks shift from silent brand strategy.
• Customizable burger boxes keep quality while simplifying large orders.
• Family-owned chain celebrates 40 years while modernizing operations.

Summary

Five Guys is entering a new phase of growth, celebrating its 40th anniversary while rolling out a catering service through EasyCater and its own digital ordering platforms. The chain’s chief marketing officer, Molly Catalano, explained that the catering model packages burgers in foil‑wrapped boxes with toppings on the side, preserving the brand’s customization ethos while streamlining large‑order operations.

The company is also experimenting with combo meals—a departure from its historic à‑la‑carte approach—to meet customer expectations for bundled value. Alongside these menu tweaks, Five Guys is dramatically increasing its digital advertising spend, acknowledging that loyal fans now want to hear from the brand more frequently. Operational adjustments, such as ventilated fry containers, ensure that the quality of its signature fries survives the catering journey.

Catalano highlighted that catering began as an efficiency solution for oversized orders, now evolving into a revenue channel with modest but promising potential. She noted that even a 5‑10% contribution from catering would be “amazing,” while the combo tests respond to market pressure for price‑point options without compromising perceived value.

These initiatives signal Five Guys’ willingness to adapt its traditionally conservative playbook, positioning the chain to capture new sales streams, strengthen customer engagement, and remain competitive in an increasingly crowded fast‑casual landscape.

Original Description

Five Guys is making some changes.

This week’s episode of the Restaurant Business podcast A Deeper Dive features Molly Catalano, the chief marketing officer for the Washington, D.C.-based fast-casual burger chain.

We are talking with Catalano about a lot of things, notably its move into catering. We talk about why the company is now offering catering, how it’s doing that and how it works.

We talk about a number of other things the company is doing. Five Guys is marketing more than it’s ever done before. That’s a big change for the company. It is also looking at things like combos and maybe even some different types of menu items.

Catalano also discusses the company’s unique culture and the important role the chain’s founding family plays in keeping its quality at the forefront.

We’re talking Five Guys on A Deeper Dive so please check it out.