<iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHTV9K7" height="0" width="0" style="display:none;visibility:hidden">
Loading
Skip to Main Content
Product cover image for Five Guys: Overpriced? Perhaps, but Does It Matter?

Five Guys: Overpriced? Perhaps, but Does It Matter?

Fabrizio Di Muro

Product #:W44188
Supplier:Ivey
Discipline:Communications, Marketing
Setting:United States, 2024
Details:Case (PDF) • 11 pages • 2025-08-05

Subjects:

SWOT analysisSocial mediaCustomer feedbackSocial media communicationTarget marketsFeedbackMarketing managementOrganizational cultureSales and marketingOrganizational behaviorMarketing

Industries:

Food and beverage sector

Geography:

United StatesNorth America
Your Price:$10.54

Purchase this material with a free Educator Account and enjoy more benefits:

  • Free Educator Copy
  • Free Teaching Notes
  • Build your coursepack
  • Discounted academic price

Five Guys Enterprises LLC (Five Guys) had recently received significant negative publicity about its prices. In March 2024, a customer post on X (formerly Twitter) of a Five Guys receipt, along with a negative comment about the company’s prices went viral. This generated significant negative attention from the public and the story was carried by many news outlets in the United States. In December 2024, Preply Inc. conducted a study where it reviewed approximately 57,000 Google reviews of restaurants to determine which were the most overpriced. The results revealed that Five Guys was named the second most overpriced fast-food chain in America. Had Five Guys become overpriced? Should the Five Guys chief executive officer adjust the company’s prices?

Learning Objectives

This case can be used in undergraduate- or graduate-level courses in introduction to marketing , pricing, and marketing management, as well as in undergraduate-level introduction to business courses.

The case focuses on negative perceptions about Five Guys’ prices and whether the company should be concerned about this issue. After working through the case and assignment questions, students will be able to do the following:

  • Assess the strengths, weaknesses, opportunities, and threats (SWOT) of a company.
  • Evaluate whether a company’s prices are detrimental to its operations.
  • Evaluate the relationship between a company’s value offering and its prices.
  • Determine whether external forces are sufficiently strong for a company to alter its practices.
Loading
Case Study: Five Guys: Overpriced? Perhaps, but Does It Matter? (English version) | Ivey Publishing