Five Guys gets social with fries

Lorton, Va. – In order to quickly detect customer service problems and quantify customer requests, Five Guys Burgers and Fries has implemented social intelligence technology from newBrandAnalytics (nBA). Using nBA solutions, Five Guys monitors social media chatter to help the company implement operational changes and improve engagement with customers. Five Guys also leverages the technology to gauge interest in potential new menu items.

For example, when Five Guys was recently considering introducing a smaller size French fry order based on customer requests, the company was not sure if demand was widespread enough to provide ROI on the item. According to Five Guys public relations official Molly Catalano, Five Guys employed nBA technology to monitor social media commentary and determine that in fact there was widespread demand for a smaller French fry option.

“With nBA’s insight we could see that the desire for a smaller fry was spread widely across many markets and demographics, so we decided to test what we called the ‘Little Fry’ in a variety of markets,” said Catalano. “The test went really well in all the target markets and, as a result, we rolled out the ‘Little Fry’ system-wide. The feedback loop continues through social media and we have actually gotten almost nothing but positive feedback from our customers. They are so happy that we listened and that we’re offering the little fry now, which truly feels like a big win for us.”