Analytics case study: How Five Guys used big data to boost burger sales

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Premium burger chain Five Guys is using Looker’s data platform to boost insights and decision making both inside and outside of store locations.

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The challenge

At Five Guys, reporting was a time consuming process which required input from the development team, resulting in bottlenecks and slowing the decision-making process.

The solution

The burger chain worked with Looker to optimised this process reducing it from days to hours, improving the business’ ability to quickly react to insights.

“Five Guys was a business seeking to improve the way it leverages data in order to reduce its impact on the environment, build stronger customer relationships and grow its business,” said John O’Keeffe, VP of EMEA. “Together, by harnessing Looker’s platform, we’ve put data at the heart of this process, enabling informed decisions based on real-life insights - not only improving the quality of decision-making but easing and speeding the process of gleaning such insights along the way.”

Boosted by access to reporting on-demand, the business can now manage staffing more accurately, precisely identifying regional trends - such as the requirement for more tills to manage daily demand in countries such as Spain - and reduce its impact on the environment through the reduction of waste, including plastic straws, paper bags and cups.

The results

Amongst other benefits, this has led to more efficient staffing, less waste and even shorter queue-times for hungry customers.

By harnessing Looker’s platform, Five Guys has put data at the heart of its business, transforming the organisation’s culture around data.

“We needed a platform that could transform our culture around data – taking it from a ‘nice to have’ to an essential component of our business model,” said Fareldia Jefferies, Integration and Data warehouse manager, Five Guys JV. “Looker has enabled us to do just that, giving everyone access to real-time, live data and insights. Based on that knowledge, we’ve improved warehouse efficiency, reduced waste and cut queue-times – all underpinning an improved customer experience.”

All of this has resulted in end-users seeing improved stores, with more efficient staffing and tailored products – supported by data and insights. The business relies on Looker to help it harness data to ensure new store openings don’t result in ‘cannibalising’ sales at existing stores, improve revenue forecasting – based on external events and seasonality – and drive more actionable insights that will further improve the customer journey.


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