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Fast-casual burger joint Five Guys is hoping to replicate its international fame here in Malaysia
"(At Five Guys), we're very fortunate that it’s not just about the product, it’s about the whole experience," exclaims Iain Ross-Mackenzie, senior director of operations APAC-Australia-New Zealand of Five Guys. Based in Hong Kong, Ross-Mackenzie is in Kuala Lumpur to visit Five Guys' newest outlet in Pavilion Kuala Lumpur.
"Wherever we open, people know our energy, they know that we genuinely like people. We're lucky to have our fans because they know we serve authentic fresh products."
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Five Guys is an international burger chain that started in the US in 1986. Known for its burgers, milkshakes and fries, Five Guys currently boasts more than 1,700 locations worldwide.
It opened its first outlet in Malaysia in Genting Highlands in 2021; in April 2022, it added Pavilion Kuala Lumpur to its long list of addresses, finally able to serve its much-hyped menu to hungry urbanites always on the lookout for something fresh and exciting.
"One thing I've discovered about Malaysia is the wealth of knowledge that people have about food. I think that plays really well into our narrative because our products are fresh."
Ross-Mackenzie elaborates on what sets Five Guys apart from other American-style diners—and, in the process, perhaps gain a little understanding as to why prices are on the high side for such an establishment in Malaysia.
We're not a fast food restaurant, we're a quick service restaurant. So there is no difference between us and a quick service restaurant because our food are prepared a la minute.
1. A commitment to freshness
Whether it's the beef, the potatoes or the tomatoes, Five Guys does not compromise on fresh, quality ingredients.
"We work very closely with our franchise partners who have the same values as we do. They allow us to develop our service and product criteria with their team. We have a very extensive training programme to ensure that, regardless of London, Paris, New York or KL, the product consistency in the same. That's why we spent a lot of time before opening a new store, sometimes up to two years, in order to properly develop our potato programme, our bread programme and more," Ross-Mackenzie notes.
You will not find a freezer in a Five Guys outlet—there's a cooler to keep things fresh but it doesn't believe in frozen goods. In fact, Ross-Mackenzie is quick to emphasise that the beef patties are prepared on the spot.
"Our patties are hand-formed from fresh ground beef and we hand-cook them. Nothing happens until you order, and seven minutes later you get it."
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2. You create your own burger—the way you want it
The press release claims that there are "over 250,000 different burger combinations and 1,000 different milkshake flavour combinations" at Five Guys. That's a lot.
"The burgers are fully customisable," says Ross-Mackenzie. "It's up to you how you want it to be because it's your burger. There are all sorts of sauces and toppings from lettuce to grilled onions. You want a little bit of heat, we have fantastic black jalapenos. You want extra tomatoes? No problem. You can even have it plain, with just the bun and the burger."
Or even go bun-less, as the video below proffers. Plus, you can as many toppings as you like, so get crazy if that's your mood. "Our customers appreciate the choices," quips Ross-Mackenzie.
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3. It's the same everywhere you go
Sometimes, it's nice to come back to something familiar.
"The beauty of Five Guys is that I could walk into an outlet in Atlanta, Paris or Kuala Lumpur, and I would get exactly the same energy, the same product, the same taste," Ross-Mackenzie enthuses. "It's really important that our cooking process and even our cooking equipment are consistent so that we get a consistent product no matter where you are."
4. People first approach
The burgers may be great, the milkshakes sinfully delicious but there's nothing like genuine human connection to keep them coming back for more.
"Our best marketing is our customers. Our second best marketing is our crew. From the energy point of view, I think we're superior. We genuinely want to interact with our customers and make sure that their experience is top-notch every time," says Ross-Mackenzie.
5. Don't mess with what already works
It comes as a bit of a relief to know you will never find a beef rendang burger at Five Guys.
"We've often been asked to do seasonal things. The reason why we don't do it is because it's just a fad and it becomes a little too complex to have that consistency. When you talk about localising, you need real knowledge, and we don't have that knowledge. We won't do anything unless we're 100 per cent expert at it."
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As to the question about the prices, Ross-Mackenzie has this reponse: "Giving value is more important than reducing cost to make it work. The minute you start to reduce cost, you are reducing quality, and our regular customers understand this."
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
