Five Guys CEO: How we built a burger empire WITHOUT ANY Marketing: John Eckbert | E168

John Eckbert is the CEO of Five Guys in Europe. By far the most successful ‘posh burger’ chain in Britain, John tells us how he took a classic concept to a whole new content by inventing a unique business model.
00:00 Intro
01:26 What shaped your business mentality?
08:20 Five Guy’s journey
20:14 Building a successful business without marketing
29:52 How to stop employees becoming compliant
33:06 Installing company values
39:27 Hiring the best people
46:42 Attention to detail
50:43 How do you keep calm?
55:18 Hardest moments & how to handle them
01:09:38 Critical feedback, standards & customer service
01:14:53 Business decisions and their impact
01:18:46 What’s the biggest threat to Five Guys?
01:20:01 What makes you happy?
01:26:00 Self-awareness
01:32:13 What’s are the foundations of your future?
01:37:37 Our last guest’s question
Five Guys:
fiveguys.co.uk/
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Spotify - open.spotify.com/show/7iQXmUT...
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[@TheDiaryOfACEO]

Appreciate you all for watching! If you could do me a massive favour and hit the like button, it helps this channel out massively 🙏

[@connortrimble3459]

Always happy to support. These episodes have changed the way I view certain situations and have furthered my career and personal life and understanding my worth. Keep doing you.

[@BenBulks]

smashed a like

[@rhian655]

Great video as always TDOAC. A trip down memory lane working in Oxford Street Five Guys years ago for me. The set is looking great, love the new lighting!

[@TheDiaryOfACEO]

@@BenBulks Thanks!

[@conordeane7750]

Enjoying your work here Stephen!

[@kay6584]

Five Guys is the best company I’ve worked for to date. All stores are run to the same high standard & other than training, that has a lot to do with company culture. Their “ad spend” goes back to staff. You genuinely care about the place you work and will rave about it forever. It’s more than a fast food chain.

[@patrickmccarthy5617]

Lmao 🧢🧢🧢

[@rhian655]

From a previous Five Guys employee… it’s so nice to hear how the company ethos and values are being shared. The competitive nature was a part lots of us enjoyed and it truly felt like a family community at work… fives guys olympics to cash incentives. They nailed it!

[@tamsynfallows3234]

It’s really interesting to hear this because I was listening to an outtake of this on Spotify and when he started talking about the community of five guys as an employer I thought he was delusional. I used to work for a company where the owner spoke like that, but the reality was that we were all on very low wages, didn’t feel valued and definitely didn’t think of ourselves as anything more than just a disposable workforce for his profits. Glad to hear this guy was actually speaking in line with how things really were and that you had a good experience there.

[@hanahanastudio1690]

So interesting to hear that he’s father, a 3rd generation doctor, told him to find something else saying medicine is changing. I admire that!

[@kiriakoz]

Healthcare in America is absolutely terrible. Doctors are essentially bribed by pharmaceutical companies to prescribe their medicines.

[@thebtran1009]

Me too

[@vierundrei18]

Im a FG employee for 8 years, now a General Manager and it still blows my mind that when you meet John and say ‘Hi’ , he actually stops from whatever he is doing and will have a full conversation with you, brilliant man

[@slinkymalinki7844]

It's so weird how I didn't realise that Five Guys don't advertise at all and yet I know about it. I love Five Guys and I remember trying it and then telling all my friends about the amazing burger that I had in Charing Cross in London. John is right. The product is so good that it sells itself. If they did advertise, it would have the opposite effect. Such a brilliant business model.

[@broneil]

Who is suddenly craving a Five Guys burger 🤔

[@Jodefd]

😂 damn right

[@PinkDiamond7777777]

I'm hungry and I just ate. ☹️

[@SimpleSustainableLife]

And those milkshakes...

[@GetUnlabeled]

I've never had, now on my radar, I will prevail!

[@stutinuk]

Me!

[@davidkandi8245]

Never listen to anyone more vulnerable and open than John. You're really is an amazing person. Never been in a Five Guys restaurant before but I think every time I think Burgers now, I'll think Five Guys

[@SteelBonsai]

Five guy's food is amazing but another thing they do are there Shakes omg they are so good you won't regret it when you do try five guy's, more costly which imo is a bit to much but as a treat here and there it's well worth the extra cost.

[@joeroostream]

I watched your training videos about 10 years ago when I started five guys. It was a great kickstart to my career in restaurants, and I appreciate your passion throughout the years!

[@nickmurray721]

Really interesting podcast, love the focus on people and product, so many organisations fail to focus on the right things and rightly die to be replaced by organisations who deliver what the customers want

[@scottadamlancaster]

One of the best podcasts I've heard on this channel so far. Great work.

[@RyanHoltz]

“My kids waking up wanting both their parents and I was not there.” Massive! As a Dad, I just can’t risk letting my babies down. They are my everything. 🧡

[@ipraqticul]

Have had Five Guys once and I got to say it was the best burger I have ever had

[@mroberts566]

They’re very good. However, I discovered Culver’s about 6 months ago and I haven’t been to 5 Guys since.

[@Brunosmith85]

The passion that Jon eckbert as in five guys is unbelievable. Have not tried it yet but surely will after this podcast

[@SteelBonsai]

Five guy's food is amazing but another thing they do are there Shakes omg they are so good you won't regret it when you do try five guy's, more costly which imo is a bit to much but as a treat here and there it's well worth the extra cost.

[@hpalmer9163]

Hi, I'm listening from New Zealand. I always enjoy these interviews, learning something new each time. Keep up the good work & great guests!!

[@preptplus]

Have you tried a Hāngi Burger? Divine!

[@designflair]

I was interested to watch this video because of FIVE GUYS lol! Man you did not disappoint. This interview is so so good and captivating.. I love the last question when you've think it's over and its not.The vulnerability is immense. Watching from UAE Dubai.

[@medqueen1808]

To the CEO- I am thankful u answered a question where if felt it was too personal! Ur answer was simple but I will remember it.. there are things that u can’t control and if u focus on that u will drive urself crazy !!!

[@freedom-businesschannel7191]

Great insights ! I appreciate the conversation around hiring the right people. This has been my biggest issue over the last couple of years. I’m determined to take my time to select the right cultural fit for all our future Team Members. I’m interviewing next week so will try the reverse sell 🤓 Thanks for another great episode.

[@jasondawicke9540]

If anyone from the social media team is still examining these comments, just a friendly note that you want to edit your timestamp beginning at 29:52 from "How to stop employees becoming COMPLIANT" to "How to stop employees becoming COMPLACENT". I appreciate the breadth & depth of the interviews. Keep up the dedicated work!

[@yoginid672]

Brilliant interview. Solid on the business insights, refreshingly honest and open on the personal side, free flowing between the two without contrivance and with both of you 'being yourselves'.

[@tanakamawere]

This man is a real marketer😆😆 Anyone notice his typical CEO use of buzz words to promote the Five Guys burger?

[@Userpk7193]

you’re such a talented interviewer Steven. one of the best, always let your guest speak and never interrupt. Please never stop making these!

[@GAK8919]

I really want a Five Guys now. Good marketing, John.

[@lukebrown8580]

The classic word of mouth marketing. A fantastic product where you just can not resist telling your friends and family. Its the most powerful thing in the world

[@felixsupreme22]

I find The food is basic. What is it you can't resist about it?

[@gorkagarcia8715]

Great episode. Love Five Guys even though it is an expensive alternative compared to others

[@RyanMurphyFootball]

First association I had with five guys was how large their Cajun fries portions were, even the small ones. It’s WOM

[@yasminarheljari6654]

Such an inspiring interview !

[@Amanda-sq7rz]

It's always good to do something with your life just so you don't end up regretting later in future Great you did it 5 guys!!

[@Anza_34832]

Their business strategy is quite different to that of most other businesses. Interesting case study! 👍

[@carlogambiino]

20 minutes in and yet again brilliant so far! A great start to my morning and listen to help me though my cardio session! Keep smashing it Steven and the team!

[@TheDiaryOfACEO]

Thanks for listening Carlo!

[@joannamuyoti2621]

Felt like a FIVE GUYS promotion or training session at parts…but he did make some good points. Definite could do with a burger 🍔 at some stage!

[@kellyrichardson9562]

Excellent episode! I wasn't expecting to be as blown away as I have been. I really enjoyed hearing about the story around connectivity and his children. The more I watch these episodes, the more I really do believe we project a lot of our insecurities on to each other. We need to have compassion for our loved ones. Great episode Steven, really REALLLLLY good! 👌🏿

[@05swish-47]

Loving this channel

[@megikociaj2024]

Loving the new studio, the lighting is so good!!! On top of the great conversations of course, which set the highest standard every time. Well done team SB!

[@hazmanelias]

great conversation. thank you

[@ItsBradHennessy]

Interesting... It really does say something that you rely solely on the quality of your product to attract new customers. It's a brave choice for sure... Clearly working! Saying that, there is a bit of indirect marketing going on (This podcast 😉). What I like about stories like this is it shows there is more than one way to do things, however the common denominator seems to be all successful businesses are underpinned by a set of excellent core values. Great guest, well done Steven and team!

[@ivaldisako]

Really great interview made me think a lot about how to go about hiring

[@blessingsbest6838]

I loveee five guys chips!! 😊! The best everrr! Meanwhile, I connected with this guy based on his personal story! I always enjoy hearing their human side. I really wished he owned he is a believer. I am a believer not religious but a believer and I agree with everything he says! It’s ok to be a believer even if you are a business person. I appreciate his ways of ‘trusting the process but show up’.

[@RoyalTrevion]

28:06 "I won't name, names.. McDonald's"😂😂

[@tvaccount247]

Best pod on earth

[@navmohindra579]

Five Guys is expensive for the average worker, but i get it now. John says it right it's a luxury treat only enjoyed a couple of times a year by most of their customers....it's on the money. I'm well over due... 😋😋😋

[@navmohindra579]

@♜whatsapp±1417𝟹𝟼𝟻𝟶𝟺26 The Diary go away you PATHETIC little scammer, reported

[@nsashby]

Fantastic interview. What a guy.

[@JoeGambler]

Never had a five guys, will do this month. This guy sells it so well.

[@thedepthsofrepair]

I found it incredibly disappointing.

[@surferjae27]

I’m at 1:02 about his divorce & kids & how he coped. It’s the best bit 👏🏽👏🏽 focus on what you can control & leave the destiny to a higher power. Amen Sir ✨✨

[@AnthonyHustle]

I’ve never had 5 Guys… I’ve seen many of them, but just never thought about going there. Maybe if they’d do some marketing they’d be way more successful. Definitely gonna try it after this podcast/interview though!

[@leeevans7722]

There’s your marketing

[@thedepthsofrepair]

That’s the point of the interview, sadly. It’s not great food now- it’s just a chain.

[@redbison6417]

You have walked past them and heard good about them but haven't gone into them due to lack of marketing? I didn't think people like you actually existed.

[@SteelBonsai]

LOVE FIVE GUY'S, I'm in the uk England and recently there has been a five guys open up in tamworth which is closest one to me the five guy's food is amazing yes but for me the Shakes are the best around! 👌🏻💙

[@iamchisquared]

Love the shakes!!!

[@agathatwinflame]

Amazing story on how great products can literally sell themselves through word (and taste!) of mouth. Thank you 🙏

[@svetlana13]

Interestingly enough, I have watch so many episodes of this podcast and this amazing person is the first one I could directly imagine working next to and having the best time learning from. In a words of legendarily DJ Khaled : " Another one " 🙌

[@alexmcgraw_]

Please may you invite George & Mike Heaton onto the pod to talk? I really want hear about the human side of their high octane growth the past 3 years. Especially some details in their fitness journeys with 75 hard.

[@tessajohnston3310]

Really interesting podcast. This now explains why the vegetarian option is just vegetables in a bun. I hope in the future they can come up with a veggie option that doesn't need a freezer 🙏

[@delightrie]

great guest

[@groomergirl6642]

There's a place close to me that's for kids (bouncies, arcade, etc) and to get food or drinks you have to order with the QR code. The problem with that is that my phone memory is almost always full and sometimes the internet connection there is spotty. So we've only been once. I'm thankful there's companies like 5 Guys out there.

[@lee70687]

Love the idea of the new set and the BTS bits on social media. The only thing I would say is that I think the background of the guest's single shot could be improved. The expanse of black directly behind their head isn't flattering, and is a bit of a no no when it comes to sets. Not sure if it's replicating something from the original kitchen set? Watching on phone it looks a bit like bars of a cage looking into a cell.

[@raymondgrima7844]

I am from Malta EU. I went with my wife for meals at Five Guys last January in Barcelona, Spain, and last May in Valencia, also in Spain. We were delighted by the service and the food was excellent. The outlets were very welcoming.

[@tamasidinadze471]

Good morning everyone ☕️

[@franchescawilliams5121]

Please get Dolly Alderton on the show! She'd be such a great guest! I love it when guests ask you questions back and conversate

[@stevenkeller476]

It is a very sad that 5 guys is franchised out. I trained for management with a franchise owner and was treated beyond horribly. This guy told me in my interview that I was bald because I had too much sex.... just crazy out of the blue weirdness. After certifying, and six weeks of training, my training manager asked me in front of the staff if If I was vaccinated asking me to reveal personal medical information. I refused and told him that was inappropriate. After this, my final certification was cancelled and was fired on the spot for a stupid reason they had to make up right, before Christmas. The owner even overcharged me for my serv-safe certification when I was let go. I wish I could have afforded an attorney. 5 Guys is damaging their spotless reputation through greedy and ill-equipped franchise ownership. Love the company...hate what they did to me and my family.

[@ericmcrae7758]

I went to my first Five Guys this week after the theatre my only critism is I did not understand that the choice of toppings was included. i did enjoy the food.

[@DFK12345]

Im glad you took my advise and lite it back up, was far to dark. keep up the good work, whens my invite?

[@alvaroapolinar7678]

thank god i found this pod

[@AlstonOwens]

Do something noble 👏🏾👏🏾👏🏾

[@BenBulks]

I can see this being very interesting

[@isaiahharris7046]

5 Guys was my first ever job back when I was in high school I loved working there! They laid me off because they didn't have enough room for 6 guys just 5 guys (true story) .

[@ibrahimalabi9129]

Morning Steve, I think 2 great episodes could be ksi and deji. They are extremely famous it would drive views but most importantly you will gain an insight into how fame can change family dynamics and what its like to sit at the top of a rapidly evolving industry (just like the one that brought you to the limelight) I hope you see this Steve I think they would be amazing episodes please.

[@elstoniobanderas4091]

two un-original suggestions. Hasn't everyone seen enough of KSI

[@giannistsirakis7165]

hell no

[@lukebrown8580]

No way. Awful guests

[@breazeopenshaw]

We need a five guys in Cyprus!

[@davidlakhter]

wow! did not expect this guest but pleasantly surprised

[@tompike7239]

Please don't dramatise this too much, keep it honest, authentic and truthful. Don't spend too much on production.

[@mickusachus]

You're so good at this gigging thing

[@Mustapha94__]

One of the best jobs I’ve ever had. Taught me so much!

[@PinkDiamond7777777]

Really ? That's so nice to read that about the hospitality sector. Glad you had a valuable experience. Good day to you. 😊

[@yoseffahmed6215]

I was wondering why is it only peanut oil they use considering allergies ?

[@Booyatravels]

After watching this, im heading off to my local Five Guys! 🍔

[@davidsimeoncole]

14:55 In maybe 2013 my cousin - I want a 5 guys burger man Me - what’s that?! My cousin - you’ve never been 5 guys, your missing out man (evil laugh at the end) From that moment I had my eyes peeled and I had my first one in 2017/18

[@WornOnlyOnce]

Namaste S 🧘🏾‍♀️ I truly appreciate this podcast 🫵🏽 you’re reading the energy as this is real & inspires me to champion my creation - thank you 🙏🏽

[@TheDiaryOfACEO]

❤🙏🏽

[@cryptogold8753]

Pain =growth 👍🏻

[@jammerman860]

When you love what you do, Please try and balance the scales that constitute in your life. Thank you for another👊🏿

[@tiki-takafc6594]

Fresh ingredients always win, people are bored of processed foods. Doesn’t feel good doesn’t feel nutritious.

[@Halz1010]

As someone with a peanut allergy, I will never get to experience five guys. I'm about 20 mins in and this just feels like an advert 🤷‍♀️ (that they clearly don't do, definitely no advertising happening here)

[@MM-ev1fg]

Also have a peanut allergy. You can have the burger just not the fries :) Everything around business is marketing. It’s a good thing if done well. This podcast did it well.

[@unscrupulousyou]

War Chisora's been doing a fair bit of marketing for them.

[@bhiveliveglobal]

The cost of being yourself will not always align with those closest to you and the price you pay will always be high. This is never more true than when holding on to something or someone for longer then you should in the hope that the situation or person will change tracks when clearly it's impossible. More great insights in to business, life and that mysterious thing called love, TY.

[@ellen4094]

its so "beautiful" that when it comes to hardest times it is always family, partner or personal stuff involved. Show again, that whatever job you do or have, nothing is so important as your family, children, friend and own health. we should keeping that in our minds! ALL the time

[@floridianman]

Trippin with those new prices tf

[@kinolima235]

❣️💫 Thank you very much 💫 Very interesting 💫❣️ Have a nice day 💫❣️

[@benramsden3785]

He’s nailing Julie

[@tonwort]

great interview, thanks! I have worked in IKEA and there they say one happy client brings You five new customers. One unhappy client disgruntles 25!!

[@nuwanbandara5008]

The ones who say they dont do any marketing are the ones that do the most efficient marketing

[@modancientwoman]

I don’t eat meat anymore but when I had five guys omg I was bowled over. Absolutely unreal food, I love it when you can see what’s going on in the kitchen!

[@manuelfernando9729]

Lesson learnt: Product!!..Product!!...Product!!

[@nifaser2871]

I love the peanuts over there too

[@hstafford17]

I’m so hungry thinking about five guys 😂

[@GGTanguera]

Their large fries are almost 1400 cal. Insane! They should be called 5 fat guys!

[@peterjamescoyle]

Hey Steven, really great episode but feel the title and thumbnail are a little bit misleading and click-baity. It’s just not true that they did no marketing… sure, no advertising but as someone who has described himself as a marketer you know that marketing is not just advertising. The decision to have an open kitchen is a marketing decision, the decision to keep the product offering to just burgers and chips is a marketing decision, the decision to have the burger be customisable is a marketing decision, the focus on fresh cooked products is a marketing decision… and that’s before we get into the pricing and brand placement against the competitors. The word marketing is often incorrectly interchanged with “advertising”, typically by people who don’t understand the full meaning or purpose of the marketing discipline which is very undermining and damaging to the marketing profession. I guess I was just a little disappointed to see this done on your podcast as it perpetuates this misconception as people (quite rightly) see you and your podcast as an informed opinion in business. Hope you can take this in the spirit it is intended, I very much enjoy your podcasts but just wanted to give some feedback from a fan.

[@SteelBonsai]

Fresh food is always better of course but then what about food waste which is a big problem across the world I feel these huge companies could do more especially when it comes to them throwing so much food away imo they should be giving it to the homeless. food banks, etc that could still use those products.

[@Purrsephone19]

I've never been able to afford Five Guys in my area. They are SOO expensive, but I want to someday.

[@stephenllewekyn706]

You could go to McDonald's and it'll cost you 6 quid for a meal that let's face it bacteria won't touch. 9.95 for a fresh burger isn't that bad. If food tastes great people will pay simple as that.

[@lozb1631]

Peter croane the mind architect is coming to England from America very soon, try and get him on, he's an interesting mind busting guy

[@cheekybastard99]

Five Guys created a security investigation at a local military base when a coworker overhead a lady telling another worker she had 5 guys the previous evening, the person had a top secret clearance and it created questions about her lifestyle.

[@ArtByHazel]

Now I’m hungry. Let’s get some. Another great episode. ⚡️🍀✨

[@benhounslow9980]

So so good. Its my dream to. Meet you steven and see this live! I've commented on everyone and watched everyone. It's a passion.

[@snipturn]

Lovely guy but basically a huge plug for Five Guys. Talks about customisation of burgers, and 250, 000 combinations etc...I used to work for Mc D's, in the UK back in the early 80's and we always had "grill orders" (where a customer would specify if they wanted certain toppings, meat or even the bun as part of their burger).

[@4th_Lensman_of_the_apocalypse]

Like Rory Sutherland said, perceived value is everything. Lets face it kids it’s £30 for two burgers and a small fries to share, tho they were a huge, too big for 2 normal sized people to share! But c’mon, woulda prob preferred a cpl of maccys and £20 in my pocket! 😂