"I didn't want anybody shooting me in the back or anything after the first day, because we really screwed it up. We had no idea that we were going to get that kind of response."
"I was gonna buy my wife a new fur coat, and I spent it on [the bonus] instead. She still looks at me like I'm stupid. But I thought it was worth it. They worked so hard. They were so overwhelmed."
"You visited our restaurants in overwhelming numbers, and we weren't ready for you. We didn't meet our own standards, and that's not something we take lightly."
Five Guys' founder Jerry Murrell faced a promotional disaster during the chain's 40th birthday celebration. Instead of a typical corporate apology, he issued bonuses to his 1,500 employees, expressing genuine concern for their well-being. The promotion, a BOGO deal, led to overwhelming customer turnout, resulting in food shortages and long lines. Murrell acknowledged the company's failure to meet its standards and announced a '40th After Party' to rectify the situation, demonstrating a commitment to both employees and customers.
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