US fast food chain FIVE GUYS bites into Malaysia with Genting outlet

US fast food chain FIVE GUYS has entered the Malaysian market with the opening of its first store at Resorts World Genting. Genting Highlands was chosen as it is a popular holiday destination that is well-loved by Malaysians and foreign visitors for its hospitality offerings, Hugo Duyvestyn, brand creative and social media marketing manager from FIVE GUYS International, told A+M. As a result, Resorts World Genting was a good location to introduce the brand as individuals go there to enjoy themselves, which is what FIVE GUYS always aims to do, to ensure consumers have a great experience with food. 

While FIVE GUYS has declined to comment on its business ROI, Duyvestyn said the restaurant chain believes that serving a great product and experience is the best marketing strategy for it.

"A happy customer is the best ambassador for the brand," he said. With the combination of fired-up crew and great food, Duyvestyn added it would cause chatter among the public, which is more valuable than an ad.

Additionally, FIVE GUYS has a Secret Shopper programme where it aims to create a sense of ownership within each employee. It rewards its best marketers and the crew for taking ownership of the store. FIVE GUYS has declined to comment on the size of its marketing team in Malaysia and its marketing plans for 2022. 

When asked who its competitors are in Malaysia, Duyvestyn said it believes the market is big enough for everyone in Malaysia. In FIVE GUYS, customers are able to experience the fun of creating their own burgers and milkshakes.

With a variety of toppings available to the consumer, customers are able to explore and get creative, creating different combinations for their unique preferences. In total, there are approximately 250,000 combinations to choose from. "Our commitment to consistency, quality and value as well as generosity in terms of toppings, refills, fries and mix-ins is also a strong value proposition that puts us in a position of strength," explained Duyvestyn.

FIVE GUYS currently has two stores in Singapore. It first opened at Plaza Singapura in 2019 before launching one at Serangoon Central's NEX in January this year.

Separately, FIVE GUYS and McDonald's UK trolled Liverpool Football Club on Twitter after the latter unveiled its new Nike third kit for the 2021-22 season.  Liverpool, also known as "The Reds", have been known to play in a scarlet shirt but the new kit features a red-and-yellow checkered trim on the collar. Five Guys said: "Inspired by the iconic Five Guys. We've got one limited edition tee up for grabs, today only. Who wants one?" along with an emoji of a soccer ball. It followed up with a tweet that said: "We'll throw in some socks too."

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