The numbers
In a significant move to address a recent promotional blunder, Five Guys CEO Jerry Murrell has announced a $1.5 million bonus for employees, directly impacting approximately 1,500 staff members across U.S. locations. Each employee will receive a bonus of $1,000 as a gesture of goodwill following a botched Buy One Get One (BOGO) deal that coincided with the company’s 40th anniversary celebration.
The BOGO offer, which was launched on February 17, 2026, was intended to celebrate Four Decades of Five Guys. However, the overwhelming response from customers led to operational challenges, with many locations running out of food and closing early. Murrell expressed his concern, stating, “I didn’t want anybody shooting me in the back or anything after the first day, because we really screwed it up.”
In the wake of the mishap, Five Guys issued multiple apologies, first on February 18 and again on March 9, acknowledging the disappointment felt by customers who were unable to place orders due to the unexpected turnout. “You visited our restaurants in overwhelming numbers, and we weren’t ready for you,” Murrell remarked, emphasizing the importance of customer satisfaction.
Murrell’s decision to distribute the bonus stems from a desire to make amends for the operational issues caused by the promotional event. “If you were one of the customers unable to place an order, you deserve better and we’re going to make it right,” he stated, reflecting the company’s commitment to its clientele and employees alike.
Five Guys, which boasts over 30,000 employees and 1,900 locations in 28 countries, has always prided itself on its community-focused approach. The recent bonus distribution not only highlights the company’s dedication to its staff but also reinforces the bond between the brand and its loyal customers.
In a light-hearted moment, Murrell shared, “I was gonna buy my wife a new fur coat, and I spent it on [the bonus] instead,” showcasing his personal investment in the well-being of his employees. This sentiment resonates with the core values of Five Guys, where the focus remains on people over profits.
As the dust settles from the BOGO deal, observers are keen to see how Five Guys will continue to navigate its promotional strategies while maintaining operational efficiency. Details remain unconfirmed regarding any long-term changes to their promotional planning or staffing strategies to prevent similar issues in the future.
