The numbers
In a surprising move, Five Guys CEO Jerry Murrell awarded a $1.5 million bonus to employees after a promotional BOGO (Buy One Get One) deal went awry. This decision came in response to the overwhelming customer turnout that led to operational challenges at various locations during the company’s 40th anniversary celebration.
The BOGO offer, which was initially held on February 17, 2026, attracted far more customers than anticipated, resulting in some restaurants running out of food and closing early. “You visited our restaurants in overwhelming numbers, and we weren’t ready for you,” Murrell acknowledged, reflecting on the chaos that ensued.
In total, approximately 1,500 employees across U.S. locations received the bonus, with each employee awarded $1,000. Murrell expressed his concern for the customers who faced difficulties placing orders during the promotion, stating, “If you were one of the customers unable to place an order, you deserve better and we’re going to make it right.” This sentiment highlights the company’s commitment to customer satisfaction, even amid operational setbacks.
The BOGO deal was part of a larger celebration marking 40 years since Five Guys was founded, a milestone that the company aimed to commemorate with special promotions. However, the unexpected demand led to significant logistical issues, prompting multiple apologies from the company, first on February 18 and again on March 9.
Reflecting on the decision to distribute the bonus, Murrell humorously remarked, “I was gonna buy my wife a new fur coat, and I spent it on [the bonus] instead.” This lighthearted comment underscores the CEO’s dedication to his employees and the importance of maintaining morale in the wake of a challenging situation.
Five Guys, known for its fresh burgers and fries, operates over 1,900 locations in 28 countries and employs more than 30,000 individuals. The company’s rapid growth and popularity have made it a staple in the fast-casual dining sector. However, the recent incident serves as a reminder of the challenges that can arise during promotional events, even for well-established brands.
As Five Guys continues to navigate the aftermath of the BOGO deal mishap, observers are keen to see how the company will adjust its promotional strategies in the future to avoid similar situations. Details remain unconfirmed regarding any long-term changes to their operational protocols or additional compensatory measures for customers affected by the promotion.