Nudge The Surprising Menu Psychology Behind Five Guys’ Success
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Oct 20, 2025 
Richard Shotton, an applied behavioral scientist and bestselling author, delves into the fascinating psychology behind Five Guys’ menu strategy, revealing how simplicity fueled their rapid growth. He discusses Kraft's clever reformulation of Mac & Cheese to retain consumers while altering the recipe. The conversation also touches on the elusive appeal of seasonal products like the Pumpkin Spice Latte, illustrating how limiting availability preserves excitement and demand. Brace for insights that transform the way we think about food and marketing!
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Origin Story: Simplicity From A Boardwalk Queue
- Jerry Murrell saw a 100-yard queue at Thrasher's Fries and used that observation to design Five Guys' simple menu.
- He launched Five Guys with a focused offering of burgers and fries, which helped the first store thrive and sparked rapid growth.
Specialism Boosts Perceived Quality
- The goal-dilution effect makes single-focused offerings seem more credible and higher quality than multi-offer competitors.
- Consumers assume specialists are better, so listing many benefits or products can reduce perceived competence.
How 'Unhealthy' Can Signal Tastier
- Raghunathan's study had diners rate a mango lassi labeled either healthy or unhealthy and those told it was unhealthy rated it 55% higher.
- Kraft used this insight when silently reformulating Mac & Cheese to avoid negative taste expectations.
