Five Guys Enterprises LLC (Five Guys) had recently received significant negative publicity about its prices. In March 2024, a customer post on X (formerly Twitter) of a Five Guys receipt, along with a negative comment about the company’s prices went viral. This generated significant negative attention from the public and the story was carried by many news outlets in the United States. In December 2024, Preply Inc. conducted a study where it reviewed approximately 57,000 Google reviews of restaurants to determine which were the most overpriced. The results revealed that Five Guys was named the second most overpriced fast-food chain in America. Had Five Guys become overpriced? Should the Five Guys chief executive officer adjust the company’s prices?
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