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Five Guys boosts food sales via mobile ordering app

August 23, 2011

Burger chain Five Guys Burgers & Fries is increasing its mobile presence via an iPhone application that lets hungry consumers skip the line and order their favorite meal via their smartphone.

The company released an Android version in March. The iPhone app is available for free download in Apple’s App Store.

“We had an Android app launch several months ago and we had plans to roll out an iPhone app,” said Steve Teller, project manager at Five Guys, Washington.

“We’re announcing the app on our Facebook page and Twitter as well,” he said. “We’re also getting the word out through word-of-mouth.”

Five Guys began in Arlington, VA, in 1986, and has since turn into a franchised restaurant group with more than 730 nationwide locations.

Food for thought
The first time consumers access the app, they will be prompted to sign in or create a new account.

When consumer are ready to place their order, the app asks if it is for now or later.

Via the app, consumers can order their favorite food, whether it is burgers, hot dogs, sandwiches, fries or drinks.

Consumers can also customize their orders and add them to their bag.

Additionally, consumers can save their order to the favorites tab for easier access next time.

Mobile suggestion
The app also features suggestions.

For example, if a customer is ordering a meal without a beverage, the app will suggest a beverage.

When consumers are ready to place their order, they can input their credit card information and then go to pick it up.

“First and foremost it’s all about the convenience,” Mr. Teller said. “Really are overall strategy has been focusing on the food and the customer.

The company is also planning to roll out a BlackBerry app in the future.

“At this point, we’ll focus on BlackBerry and step back and review what other direction we want to take it in,” Mr. Teller said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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