The Genius Marketing Trick Behind Five Guys’ Fries

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Rory Sutherland explains how Five Guys uses a small act of generosity to build customer loyalty.

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From:
Date: October 21, 2025
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45 thoughts on “The Genius Marketing Trick Behind Five Guys’ Fries”

  1. The finance director is the reason Five Guys doesn't go bankrupt. They understand you can achieve net perceived value by increasing the cost of the burgers by the equivalent value of the extra scoop of fries. The burger doesn't cost more to seem like a premium burger… It costs more because they know they're giving you two potatoes worth of fries instead of one.

    –Yes. Unfortunately, I studied business. 🤣

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