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Rory Sutherland explains how Five Guys uses a small act of generosity to build customer loyalty.
Yan just released his new book: Shorts to Millions: How to Monetize Reused Clips.
It’s not theory, it’s a blueprint — built on billions of views and a full-time business created from reused content (yes, the kind YouTube isn’t even supposed to monetize).
👉 Grab your copy here: https://shortstomillions.com/
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Date: October 21, 2025
The fries actually add thermal mass to the bottom of bag region, including the burger, which helps it stay warmer for longer.
Never liked 5 Fries. They're burgers are horribly wet and their fries are meh, like In & Out.
This is where knowledge of human reactions, perception, and social expectations come into play. It's more than that even, it is a creative human who is behind the idea. One who saw the value of doing something that is perceivably incorrect, but practically valuable.
Horrid soggy burgers wrapped in foil and hiding at the bottom of a bag of tasteless fries. A 2nd rate US import that's hyped up and over promoted.
Chick-fil-A gave me my meal for free and a bunch of hand wipes when my idler pulley broke in their drive through, and I had to pull the belt out of the fan. Nicest thing someone I didn't know did for me in about a decade.
Nothing better than 5 guys in your mouth.
I mean it is a great feeling to get an ass ton of fries while paying for a smaller amount. But i do kinds perfer them in the cup.
Because the cost of those "extra" fries are actually factored into the cost of your food. You pay for all for it.
Quarter Pounder Burger put fries over the top. It was so there were some fries to eat on the way home and would keep the food hot.
I am one guy, the consumer. I don’t like a lot of fries. Burgers not outstanding with the price I would need there. I’ve eaten at five guys one time. Didn’t think it was all that great. But the prices were too high. Left a bag of fries on the table. Didn’t work on me.