Customers appreciate getting extra value for the same price…
Here’s what they do: When you order some fries from the counter, the server dutifully takes their little paper fries bucket, fills it up, and then puts it in a paper bag. Then they take an even bigger scoop of fries and dump it into the bag, on top of the regular order. I always think, and my kids always say, “I can’t believe how many extra fries we get!”
And then it finally dawned on me, we don’t really get any extra fries at all, do we?
The genius of this little show is that for all intents and purposes, it looks and feels like we get extra fries, that the guys and gals at 5 Guys are being cool and generous, but upon a little post-carb reflection the truth is that they planned on giving that amount of fries out anyway, and budget for that. But they package it in such a clever way that you think you are getting this great deal, this something for nothing.
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People love getting a deal. We love saving money. And we like to think we are that special customer worthy of the extra fries. Does it cost 5 Guys anything extra? No way. Does it build goodwill? You bet.
It’s a great lesson for all of us.
Examples of how you might incorporate this little magic trick into your business:
- When I practiced law, lawyer friends routinely offered “free consultations.” And it was free. If the lawyer didn’t’ get the gig, the potential client got a free half hour of advice. And for the lawyer, it was, either way, a marketing write-off. But it sure did bring in business.
- You can, like 5 Guys, offer something for sale and throw in something extra at the end; just be sure you take into account that extra something when you price it in the first place.
And even beyond that, it behooves us to simply remember the psychology of the extra fries trick: Customers appreciate getting extra value for the same price. For instance, I do a podcast for a client and recently told them that I would like to give them the show for free for a month at the end of the contract, as a way to say thank you (and of course, hopefully as an incentive to get them to re-up for another year.)
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Value added: It doesn’t cost, it pays.
View Comments (149)
they don't do that anymore...it is a teeny cup and if you are lucky you get a few extra...oh and the price doubled....
Doesn't matter, Five Guys sucks. Bland burgers, bland fries. Over-priced.
You can talk all day about handmade and natural, but if the food has no taste it's a waste of time.
Explaining the trick with the fries does not explain why the rest of their food is in a price bracket all their own (above the rest). I am NOT comparing them to "fast food" places such as McD, BK, and Wendy's. I'm comparing them to others in their food quality and price category (not necessarily burger places) like Moe's, Chipotle, Panera, Panda, etc. Realistically they are in the same range as a half dozen "mexican grills". But I cannot think of ANY other burger and hot dog places in their category. They really have NO competition. So you would think that would allow them to lower their prices by $2 or more (for the average meal). Burgers at Casual Dining restaurants (different category) such as Texas Roadhouse, Outback, Red Robin, Applebee's, Chili's, TGIF, Ruby Tuesday, etc. are actually CHEAPER than Five Guys! So what exactly do you get for your $10-15 meal? A really plain looking eating atmosphere, cheerful-to-the-point-of-obnoxious employees, and a shitful of extra fries that you really can't eat (referring to the smaller size order) and end up in the garbage. I'd rather sit down in a nice restaurant and pay $2-4 less for my meal. The only thing that makes it the same price (at checkout time) is the tip for the wait staff. Sure I like their food. But the only reason I go to Five Guys is because NO ONE ELSE (from Charlotte, NC all the way to Tampa, FL) has hot dogs! If it weren't for that, I would never eat there.
Teaching your kid how to control his cholesterol are ya! Good for you, but not for junior!
Affordable hand-made patties? Are you kidding. 5 Guys is a very expensive burger joint no mattter how many fries you get. The peanuts don't even make up for the highly priced hamburgers. Are you a relative or one of the five?
I had a friend with a burger shop. He would load up on the fries. One day I asked him why he essentially gave away so many fries. His answer, they are cheap and people talk about getting so many fries, and it drives return business. Ok, then.
Well I have eaten at several 5 Guys and truth be told there isn't anything spectacular about their fries and many places have all you can eat fries.Their burgers are okay too but not the best.
The food is that good. Fries are awesome.
Are grown ups actually debating the goodness of a burger chain versus another? Any of you ever had a good 24 oz. bone-in rib eye at Three Forks or Del Frisco's Double Eagle. That is how you eat beef. A burger is a burger and they are usually all good if they have enough grease, BACON, and then more bacon. Fries are only there to deliver ketchup to my face in mass quantity.
See also, "Lagniappe."
The old is forever new.