Five Guys is making a second attempt at its buy-one-get-one-free burger promotion after the initial offer to celebrate the chain's 40th anniversary was overwhelmed by customer demand. The burger and fries restaurant launched the BOGO deal on February 17 to mark four decades in business, but locations across the United States and Canada were unable to handle the massive response.
Company Admits Failure and Requests 'Do-Over'
In a press release published on Monday, the company acknowledged it had fallen short of its own standards during the initial promotion. "You visited our restaurants in overwhelming numbers, and we weren't ready for you," Five Guys stated. "We didn't meet our own standards, and that's not something we take lightly."
The company is now asking for what it calls a "do-over" with a new 40th After Party promotion running from March 9 through March 12. Founder Jerry Murrell expressed gratitude for the customer response despite the operational challenges. "Forty years is a long time, and the outpouring of support for our 40th birthday reminded us why we love what we do," Murrell said.
How the New Promotion Works
The renewed BOGO offer requires customers to purchase any burger at regular price and use the promotional code FGAFTERPARTY. The deal is exclusively available through online orders or via the Five Guys mobile application, with no in-store redemption permitted. Only participating locations across Canada and the United States will honor the promotion.
Five Guys emphasized that its teams have been working diligently to prepare for the second attempt. "Our teams have been hard at work replenishing fresh product and making the preparations we should have made the first time around," the company noted in its statement.
Employee Bonuses and Industry Context
In recognition of staff efforts during the chaotic initial promotion, Five Guys announced it would distribute $1.5 million in bonuses to store employees. This gesture acknowledges the pressure workers faced as locations struggled to meet unprecedented demand.
The Five Guys promotion comes during a period of heightened competition in the fast food sector. Shortly before this announcement, rival chain Wendy's revealed it was hiring a Chief Tasting Officer with an annual salary of $100,000. The position involves sampling Wendy's signature burgers, nuggets, and Frosty desserts while creating review content from home.
"Wendy's is hiring a Chief Tasting Officer. You'll help bring the vibes, taste and creativity to the company in ways no one else can," read the job listing, which emphasized its authenticity with the note "YES, THIS IS REAL." The successful candidate will essentially "get paid to eat Wendy's" while producing quarterly vlogs and potentially appearing in advertising campaigns.
Both promotions highlight the increasingly creative approaches fast food chains are taking to engage customers in a competitive market, though Five Guys' second attempt specifically addresses operational shortcomings from its initial celebratory offer.
