From Five Guys UK debut to more than 200 outlets across UK, Europe and USA
Interiors | Strategy
The simple, unadorned look of Five Guys is a big hit in the US burger market. But what would it take to achieve the same success in the UK? To find out we researched the habits of burger eaters and the USPs of burger sellers.
Research provided the insights for tweaking the presentation and store layout. It also produced material for a brand booklet communicating the potential of Five Guys to landlords and investors. Our work helped secure the brand’s first store in London’s Covent Garden – and drove expansion across the UK and beyond into France, Spain, Germany, Ireland, and Dubai.
Adapting our designs to various site sizes, we have worked with Five Guys largest store in the world and one of their smallest. In Champs Elysees, Paris we worked with a 15,000 sqft site which included a double kitchen and over 350 covers inside and out. Whilst for Portobello Road, we created a bespoke micro kitchen and prep area for only 30 total covers.
We also worked closely with Five Guys to adapt their kitchen designs, from two set layouts to three standard formats in five varying sizes, totalling 15 kitchen options. We're now working on a new island format as well as the occasional special.