When Five Guys opened in 1986, the five founders knew every guest who walked in—including their usual order. Forty years and 1,500 locations later, the brand 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. However, that data was anonymous and fragmented. The brand needed the right tool to take action on those insights.
Rather than adopt a traditional loyalty program typically driven by discounts, Five Guys wanted a guest data and marketing platform that would enable the brand to make use of its current fragmented data to understand behavior, identify its most valuable guests, and deepen relationships via personalized marketing.
Olo Engage enabled Five Guys to do just that. At an initial group of 150 restaurants, Olo’s GDP ingested 9M+ orders, turned anonymous data into 4.5M named 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 personalized emails and 1M+ behavior-based automations to re-engage lapsed guests. After seeing a $2M boost in revenue in the first six months of email campaigns, Five Guys rolled Olo Engage out to all 1,500 locations.
During the initial six-month launch, Five Guys created 4.5M guest profiles with insights like order frequency, spending, and guest lifetime value (GLV). The brand sent 1M+ behavior-based automations to re-engage lapsed guests and executed a milkshake-focused email campaign that drove $2M in sales.
Since then, Five Guys has worked with Olo Professional Services, a consultative team that helps restaurants maximize their investment in Olo, to unlock valuable data insights on 8.1M guests including visit frequency, location preferences, and order tendencies. With this data, the brand has implemented a sophisticated, results-oriented marketing program.
