At the 40th anniversary celebration of burger chain Five Guys, CEO Jerry Murrell found himself facing an unexpected and overwhelming situation. The buy-one-get-one-free promotion he had planned spiraled out of control, leaving stores with empty shelves, lines out the door, and staff struggling to keep up with the unprecedented demand. Murrell, who had underestimated the American appetite for a free burger, ended up writing 1,500 checks to make things right.
In an interview with Fortune on March 25, Murrell reflected on the chaos that ensued during the BOGO event. He admitted that he had never anticipated such a massive response, with sales increasing by a staggering 130 percent instead of the expected 20 percent. The 82-year-old CEO candidly acknowledged his mistake, saying, “I thought maybe increased sales like 20 percent or something–that was like 130 percent. So I felt I screwed up.”
To show appreciation for the overwhelmed staff, Murrell distributed $1.5 million in bonuses, sending $1,000 checks to every affected store. The funds for the bonuses came from a pot of money he had originally set aside to buy his wife a fur coat, a decision that received a mixed reaction from her. Despite her disapproval, Murrell felt it was important to reward the hardworking employees who had been pushed to their limits.
Following the chaotic BOGO event, Five Guys issued a public apology, acknowledging that they were unprepared for the overwhelming number of customers who visited their stores. The chain promised a do-over with a second BOGO event dubbed the “40th After Party,” which ran smoothly from March 9 to 12. Murrell once again rewarded the staff for their hard work during this event, ensuring that their efforts did not go unnoticed.
In the end, Murrell’s unexpected promotion may have caused chaos, but it also highlighted the dedication and resilience of the Five Guys staff. Despite the challenges they faced, they worked tirelessly to meet the demand and ensure that customers left satisfied. As they look ahead to future events, one thing is clear: the Five Guys team is ready to tackle whatever comes their way.
Peace Nero is a writer and blogger who loves to explore different topics of self-development. She shares her personal experiences in order to help people discover their true purpose in life.