When Five Guys opened in 1986, the five founders worked in the restaurant and knew every guest who walked in—including their usual order. As the brand grew into a successful enterprise with over 1500 locations, it remained committed to making every guest feel like a regular.
After years of offering digital ordering via Olo, Five Guys knew it was sitting on a mountain of guest data. The brand just needed the right tool to take action on those insights.
Rather than adopt a traditional loyalty program driven by transactions, Five Guys wanted a guest engagement platform that would enable it to understand behavior, identify its most valuable guests, and deepen relationships via personalized marketing.
Olo Engage enabled Five Guys to do just that. Over 6 months at an initial group of 150 restaurants, Olo’s GDP ingested 9M+ orders, created 4.5M guest profiles, and automatically identified cohorts of Five Guys’ most loyal and highest lifetime value guests. The brand then leveraged Olo’s Marketing product to send 2.6M+ personalized emails and 1M+ behavior-based automations to re-engage lapsed guests.
