5 Guys admirably tries to differentiate from other fast food chains but lacks any compelling features aside from the fries and peanuts. By the way, I love throwing the peanut shells on the floor, but many people think it's impolite. Maybe add a sign telling people they must be thrown on the floor. Fries are important, but I am more interested in the quality of the burger than other paraphernalia, so I'll quickly outline some changes that would satisfy my taste buds.
The buns need to be stronger and not like the typical white dough / sesame seed nonsense you get everywhere else. I want big buns, strong buns--buns you can squeeze and munch on without having them crumble. The integrity of the buns is very critical to a good burger. It holds everything together, and the buns are the first thing you touch. I would be willing to pay more for a more scrumptious bun. Buns with a nice, supple texture and elasticity are more enjoyable, and I really like a cornucopia of seeds baked into the bun. Dave's Killer Bread makes an outstanding representation of the kind of buns I want to nibble. The tactile experience of touching the buns is also important and a memorable sensation. Larger seeds help in this regard, and they also create a symphony in my mouth while chewing.
The lettuce is junk. I'm sorry, but it truly is junk. Adding a spinach option is perhaps the quickest remedy; however, upgrading to a better species of lettuce is still advantageous in the long run.
The tomatoes are decent, but the inclusion of other types, such as yellow cherry tomatoes, would offer some nice color tones and a unique taste. I like a good variety of tomatoes. It should be a tomato party for ultimate satisfaction.
The same could be said for mushrooms. A little variety in these areas would differentiate 5 Guys in a very good way. The combinations of tastes and beauty are enhanced by offering more species. It also allows for partnerships with local farmers who grow these items. This marketing angle has been offered by Burgerville, but I don't like Burgerville and consciously avoid them because of their inability to cook to order. Their partnership propaganda seems more like a feel good agenda than an effort to increase quality.
Speaking of cooking to order, I don't believe 5 Guys does this either. It must happen. I don't care what the laws say. I want a medium rare burger, regardless of the meat having been frozen or not. I will sign a waiver if necessary to get a cooked to order experience. Ultimately, I encourage you to grind your meat on the spot and make the process visible. People want to see how their food is produced, and you can really stand out by grinding meat in-house. You would get a lot of bonus points for this change.
I hate bacon, but your bacon could also be improved. I honestly don't care what you do with the bacon because I hate bacon almost as much as I hate asparagus. Nonetheless, I still can realize when I have a good piece of meat in my mouth, and I'd recommend better bacon for the other customers that actually like it.
Cooking to order and better buns are the two most significant improvements that could be made. Adding varieties of tomatoes and mushrooms is a cute move and would be appreciated, but the lettuce and spinach are more pressing matters. Grinding the meat in-house is a move that would distinguish your brand immediately, and others would be quick to copy you.
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