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Five Guys

The “JOE’S RHETORIC: FINDING AUTHENTICITY AT STARBUCKS” reading inspired this photo of the interior of a “Five Guys” burger joint. Many of the same principles that are discussed in the reading, regarding the way Starbucks is perceived, can be seen in this “Five Guys” restaurant. For one, the red and white alternating square design is referencing classic burger joints as well as classical style picnic clothes, etc. Many people associate “classic” things as postive because of nostalgia. The restaurant also features bags of potatoes & peanuts for snacking on. However, the peanuts are not only for snacking on, as “Five Guys” prides itself on the fact that its fries are cooked with 100% peanut oil. So a similar situation is happening between the peanuts & potatoes in “Five Guys” and  the coffee beans in a Starbucks. Having the raw ingredients displayed in the open, allows customers to perceive the food as being made fresh. It also encourages customers to think about the process of cooking the food- the slicing of the potatoes, the frying in peanut oil, etc. There are many other aspects of this restaurant that are adding to the way customers perceive it. A few include Coca-cola machines, signage, & newspaper clippings.




When I first went to Five Guys and saw those bags of peanuts and potatoes, I felt more comfortable with the burger and the fries I was eating than I would of at some other burger joints. Now I know why:)


i agree with you this is a great example of taking a theme and completely embracing it. The decor in five guys really emerges the customer in a decade of quality burgers. I like how serious they are about there burgers there, their traditional burger is 2 patties!!!


The first time that I went the five guys I was very excited to see the bags of potatoes & peanuts for snacking on and I was feeling comfortable and like home. So, every place is creating a relationship with the consumer either with the decoration,the music, the advertising or even the the fresh smell.


I think that this is a great explanation of the atmosphere that Five Guys is trying to achieve. I especially enjoy the fact that someone can feel these sensations of being comfortable and at home without necessarily being able to put their finger on the exact reason why, even if the reason is staring them right in the face.


Nice connection to the Starbucks article – they’re clearly up to the same shenanigans. Everything about this is inviting you into a nice, cozy nostalgic, as you say, picnic-like atmosphere when really they’re just peddling the same crappy burgers you can get anywhere. It’s a great bit of branding that integrates the physical space into this fictional persona, anthropomorphizing the building itself to generate a few more bucks. Wild stuff.

I also can’t believe you found an empty Five Guys.


I think Five Guys is a great example of the same principles discussed in the Starbucks article. Five Guys’ store image and incorporation of ingredients into the store decor makes it feel very genuine. Feeling sure you’re getting something no fuss right there is encouraged by the place of Five Guys and reinforced by their product.


Seemingly in contrast to everyone who has commented thus far, I actually felt overwhelmed by the “decor” the first time I ate at a Five Guys. The boldness of the color red ALL over the place mixed with giant quotes covering a majority of the wall space, and packages of food lying on the floor, I was actually pushed a little out of my comfort zone instead of feeling at “home” within the restaurant. I completely understand why Five Guys decorates their restaurants in this way, as it adds a feel of informality and comfort into the restaurant. I’m sure if I became a regular at Five Guys I, too, would grow fond of the interior decoration, but as a one time visitor I found it to be uncomfortable.


I agree with Kelly– I actually was turned off by all of the red when I went in. I didn’t mind the packages of food too much, but at the same time I kept thinking I didn’t like the idea of the food being cooked for me possibly sitting out in front of customers there for a while… Something about it didn’t sit right– I guess ignorance is bliss for me, and I’d rather have my food sitting who-knows-where in the back, even if the conditions there are far worse?
(I did, however, have a great experience. Some of the best customer service I’ve ever encountered at a “fast food” joint.)


Great picture here, I love the foreground vs. the background thing you have going on.

I agree it certainly creates an atmosphere. Not sure if that atmosphere is beneficial to its cause, but it’s existent.

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