The numbers
Five Guys CEO Jerry Murrell has announced a $1.5 million bonus for employees in response to operational challenges stemming from a botched buy-one-get-one (BOGO) deal. This initiative was part of the company’s 40th anniversary celebration, which took place on February 17, 2026.
The BOGO offer attracted an overwhelming number of customers, leading to some locations running out of food and closing early. Murrell acknowledged the mismanagement, stating, “I didn’t want anybody shooting me in the back or anything after the first day, because we really screwed it up.” The company issued multiple apologies for the mishap, first on February 18 and again on March 9, emphasizing their commitment to customer satisfaction.
Approximately 1,500 employees at U.S. locations will benefit from the bonus, with each receiving $1,000. Murrell expressed his regret over the situation, saying, “If you were one of the customers unable to place an order, you deserve better and we’re going to make it right.” This decision reflects the company’s acknowledgment of the impact the operational issues had on both employees and customers.
Five Guys, which has over 30,000 employees and 1,900 locations in 28 countries, has built a reputation for its customer service and quality food. However, the unexpected turnout during the anniversary promotion highlighted the challenges that can arise even for established brands. Murrell’s decision to distribute bonuses is seen as a way to reinforce employee morale and maintain the company’s positive image.
In a light-hearted moment, Murrell mentioned, “I was gonna buy my wife a new fur coat, and I spent it on [the bonus] instead,” showcasing his commitment to his employees over personal desires. This gesture has been well-received, with many employees expressing gratitude for the unexpected financial support.
As Five Guys continues to navigate the aftermath of the BOGO deal, observers are watching closely to see how the company will implement changes to prevent similar issues in the future. The incident serves as a reminder of the importance of operational readiness, especially during promotional events that can significantly impact customer experience.
Details remain unconfirmed regarding any long-term changes Five Guys may adopt in response to this incident, but the company is expected to take proactive measures to enhance its service and operational efficiency moving forward.
