Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Five Guys uses the illusion of effort to make their burgers taste even better
Jun 4, 2025
Explore how Five Guys revolutionizes the burger experience by leveraging behavioral science. Discover the peak-end rule and how the final moments of a meal can shape customer satisfaction. Learn about the illusion of effort and how visible kitchen practices enhance perceived quality. The importance of simplicity in branding is highlighted, showcasing how a focused menu builds trust and boosts consumer connection. Plus, enjoy lively debates on favorite burger toppings and unique ordering tips!
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Five Guys' Extra Fries Surprise
- Five Guys includes an extra scoop of fries as a "topper" in every order bag to create a generous impression.
- This surprise element enhances customer experience and reinforces the brand's value perception.
Peak-End Rule Enhances Experience
- The peak-end rule shows people remember experiences by their peak and final moments rather than averages.
- Ending on a high note by adding the extra fries creates a peak moment, enhancing the overall impression of the meal.
Illusion of Effort Boosts Perceived Value
- Seeing the effort in making food increases its value and enjoyment, known as the illusion of effort.
- Five Guys' open kitchen layout leverages this, boosting perceived quality and willingness to pay.