Five Guys has a simple philosophy: pile on the fries until customers complain. The burger chain serves fries in oversized 24-ounce cups and deliberately overfills them with extra scoops.
Founder Jerry Murrell revealed the strategy in a 2016 Food Republic interview, explaining that other restaurants skimp on portions while Five Guys ensures customers “get their money’s worth.” His approach is straightforward—if no one’s complaining about too many fries, you’re not giving enough.
When customers do grumble about the generous portions, Murrell suggests they turn leftovers into hash browns. This intentional overserving has become a signature part of the Five Guys experience, setting them apart from competitors who stick to standard serving sizes.