CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:

FiveGuys

in

the

United

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

FiveGuys’performance

intherestaurant

chainmarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202477%

ofFive

Guys

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??FiveGuys’brandingresonates

more

withMillennials?FiveGuysranksoutsidetheTop10

inawarenesswithin

the

restaurant

chainmarket?FiveGuysgenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

FiveGuysis36%?FiveGuysrankseighthinusage?Among

FiveGuysenthusiasts,43%

fallunderthehigh-income

category?Interms

of

loyalty,FiveGuysisoutside

the

Top

10

in?Consumers

want

theirrestaurant

chainbrandstohavefriendliness,

reliability,

and

honesty

/trustworthinessthe

United

Kingdom?FiveGuyshasascore

of

13%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

for

Five

Guys

at

79%Brand

profile:

snapshotBrand

performance

of

Five

GuysintheUnited

Kingdom79%77%36%26%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=982,

respondents

who

know

the

individual

brand

(popularity),

n=982,

respondentswho

know

the

individual

brand

(usage),

n=253,

respondents

who

have

used

the

individual

brand

(loyalty),

n=982,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Five

Guys’

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeFiveGuysbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatFiveGuysislikedby4%

ofBaby

boomers

and

23%

of

GenXers,

whereas

thetotalshareof

industryusers

is10%and30%,

respectively.34%30%30%27%23%ForMillennials

andGen

Z,

44%

and

30%

feel

positivelytowards

Five

Guys,versus

34%

and

27%.

Socurrently,forFiveGuys,Millennials

connect

most

with

theirbrandcompared

tothe

overall

industryuser.10%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=353,

FiveGuysenthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Five

Guys

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

FiveGuysshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

FiveGuyshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%52%

ofmen

likeFiveGuyscompared

to48%

ofwomen,

whereas

fortheoverallindustry,51%

of

women

userestaurantchainscompared

to

49%

of

men.51%49%89%88%9%

of

FiveGuysenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

restaurant

chains,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=353,

Five

Guysenthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Five

Guys

enthusiasts,

43%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%20%Single35%17%19%43%CoupleSingleparentNuclear43%

ofFive

Guysenthusiastsarefromhigh-income

households.FiveGuys’brandisgenerally

enjoyedmore

byconsumers

who

arepartof

asinglehousehold,

20%

of

FiveGuysenthusiastshavethiscurrent

livingsituation.12%12%30%29%34%31%34%Multi-generational2%3%14%14%ExtendedOther23%4%4%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=353,

FiveGuysenthusiast,

n=1,166,

restaurant

chain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

friendliness,

reliability,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arefriendliness,

reliability,

and

honesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%FiveGuysusers

alsoappreciate

thesekey

attributes,indicating

Five

Guysexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatFiveGuysenthusiastsareleast

focused

on

areboldness

andcleverness.ReliabilityExclusivityFiveGuysshouldwork

onpromotingsocial

responsibility

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

restaurantchains,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=253,

Five

Guysusers’,n=353,

Five

Guysenthusiast,

n=1,166,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Five

Guys

fans,

42%

state

that

they

get

excited

about

restaurant

chainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?42%42%39%36%33%30%30%27%24%24%21%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

restaurant

chains

topicsrelating

torestaurant

chainsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

restaurantchains

do

youagreewith?”;

Multi

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=353,

Five

Guysenthusiast,

n=1,166,restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1177%

ofFive

Guys

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinthe

United

Kingdomis80%.Awareness

ofFiveGuys,however,

is

at79%.Awareness36%

ofUK

restaurant

chainusers

say

theylike

FiveGuys,compared

toanindustry

average

brandpopularity

of34%.26%

ofindustryusers

intheUnitedKingdomsaytheyuseFiveGuys,with

the

average

usageofabrandat25%.BuzzPopularity77%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

80%.FiveGuyshasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of13%compared

to

15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=982,

respondents

who

know

the

individual

brand

(popularity),

n=982,

respondentswho

know

the

individual

brand

(usage),

n=253,

respondents

who

have

used

the

individual

brand

(loyalty),

n=982,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Five

Guys

ranks

outside

the

Top

10

in

awareness

within

the

restaurant

chainmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFiveGuysRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1McDonald's97%96%96%95%95%93%91%88%80%80%21%2Burger

KingKFC34Domino's

PizzaSubway5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6PizzaHut7Nando's8PizzaExpressWetherspoonsFrankie

&Benny'sOutofallrespondents,

79%

were

aware

of

FiveGuys.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.79%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

ofFive

Guys

is

36%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFiveGuysRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McDonald's63%52%47%45%40%39%39%36%36%34%2KFC3Burger

KingDomino's

PizzaWetherspoonsSubway36%4Outofconsumers

who

knew

thebrand,

36%

saidtheyliked

FiveGuys.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.5664%7Nando's8Five

GuysPizzaHut9PopularityN/A10Toby

Carvery14

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=982,

respondents

who

know

the

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Five

Guys

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofFiveGuysRank#

BrandUsage

%65%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1McDonald's2KFC47%26%3Domino's

PizzaBurger

KingWetherspoonsSubway38%Outofconsumers

who

knew

thebrand,

26%

saidtheyused

FiveGuys.

Thisranksthemeighth

compared

toother

brandssurveyed

inthismarket.437%536%630%7Nando's28%74%8Five

GuysPizzaHut26%922%UsageN/A10Toby

Carvery20%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=982,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Five

Guys

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFiveGuys’consumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Nando's23%2WetherspoonsMcDonald'sKFC88%387%487%5Toby

CarverySubway86%686%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7PizzaHut85%77%8PizzaExpressTaco

Bell85%984%Outofrespondents

whohaveused

FiveGuys,77%saidthey

would

usethebrand

again.LoyaltyN/A10Wagamama82%16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=253,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Five

Guys

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofFiveGuysRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McDonald's13%2Domino's

PizzaKFC32%331%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutFive

Guysinthemedia.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.4Burger

KingSubway27%517%6Five

Guys13%7PizzaHut12%8Dunkin'

DonutsFranco

MancaNando's12%87%912%BuzzN/A1012%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=982,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.