Five Guys is an institution here in Northern Virginia, and its expanding around the country at a rapid pace.

What’s interesting though is their approach to business:
- They never advertise.
- Never solicit reviews.
- Have simple, if not ugly, décor.
- Don’t do drive-thrus.
- Keep the menu small (burgers & fries… and hot dogs, but no milkshakes, no coffee, no chicken)
- Fluctuate their prices based on food cost.
- They let their lines get really long at lunch time; some people leave and go elsewhere.
- and they make no apologies for it.
In fact, founder Jerry Murrell talks about an experience when they were just getting started:
“When we first opened, the Pentagon called and said, “We want 15 hamburgers; what time can you deliver?” I said, “What time can you pick them up? We don’t deliver.” There was an admiral running the place. So he called me up personally and said, “Mr. Murrell, everyone delivers food to the Pentagon.” Matt and I got a 22-foot-long banner that said ABSOLUTELY NO DELIVERY and hung it in front of our store. And then our business from the Pentagon picked up.”
Conventional wisdom would say all of this is bad business; but business is thriving.
Its a good reminder that conventional wisdom isn’t always right, and that sometimes keeping things simple is best.





