### Five Guys CEO Awards Employees Million-Pound Bonus After Promotional Misstep
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In a bid to make amends with his workforce, Jerry Murrell, the CEO of the popular burger chain Five Guys, recently distributed £1.2 million in bonuses to employees following a turbulent promotional event. The decision came after a Buy One Get One (BOGO) deal, launched on February 17 to mark the company’s 40th anniversary, resulted in overwhelming crowds and significant operational challenges.
Murrell, who is 82 years old, reflected on the unexpected turnout during an interview with Fortune. He expressed surprise at the response to the promotion, which significantly exceeded company expectations. “I didn’t want anybody shooting me in the back after the first day, because we really screwed it up. We had no idea that we would get that kind of response,” he quipped, acknowledging the chaos that ensued.
The initial BOGO deal led to stores being inundated with customers, which created long queues and strained staff. In a statement issued following the event, Five Guys admitted, “You visited our restaurants in overwhelming numbers, and we weren’t ready for you. We didn’t meet our own standards, and that’s not something we take lightly.”
To ensure employees were recognised for their hard work and dedication during this challenging period, Five Guys distributed 1,500 checks, each worth £1,000 per affected store. Murrell humorously noted that he might have sacrificed funds earmarked for a fur coat for his wife to cover these bonuses. “She still looks at me like I’m silly,” he said, “but I thought it was worth it. They worked so hard and were so overwhelmed.”
In light of the initial turmoil, Five Guys announced a follow-up BOGO promotion dubbed the “40th After Party,” which ran from March 9 to 12. This time, the company took measures to prepare adequately, ensuring that employees would not face the same overwhelming demand that characterised the previous promotion. Reflecting on the subsequent success, Murrell said, “The crew did good that day because they were prepared, but they worked so hard that I thought, now I better give them a bonus.”
The unexpected popularity of the original BOGO deal, which Murrell initially believed would only result in a 20% sales increase, surprised the management team when it actually saw a staggering 130% uplift. The CEO joked about his perception of promotional sales, indicating that he had not anticipated such a strong public response.
In a press release, the company acknowledged that the staff had been placed “in an incredibly difficult position” during the chaotic event. The sizeable bonus pool was intended as a gesture of gratitude for their performance under pressure.
While Five Guys has not provided immediate comment on the promotional misstep or subsequent bonuses, the story reflects a broader trend in the hospitality and retail industries—recognising and rewarding employee dedication in the face of overwhelming demand.
As many businesses navigate the balancing act of managing consumer enthusiasm and operational capacity, Murrell’s actions serve as a reminder of the importance of valuing and supporting employees who bear the brunt of unexpected challenges.
With a renewed commitment to preparation and staff welfare, Five Guys looks set to move forward, aiming to celebrate its anniversary not just with promotional deals but also with a workforce that feels appreciated and valued for their hard work.