Five Guys CEO Jerry Murrell awarded a $1.5 million bonus to employees due to a botched buy-one-get-one (BOGO) deal that occurred during the company’s 40th anniversary celebration. The promotion, which was launched on February 17, 2026, resulted in locations running out of food and significant customer dissatisfaction.
Murrell expressed his concerns regarding the promotion’s failure, stating, “I didn’t want anybody shooting me in the back or anything after the first day, because we really screwed it up.” The BOGO deal was intended to celebrate the milestone anniversary, but it quickly became problematic.
In response to the overwhelming demand and the subsequent issues, Five Guys issued apologies on February 18 and March 9, 2026. The bonus was distributed to approximately 1,500 employees, with each receiving about $1,000 as a gesture of goodwill.
Murrell acknowledged the hard work of his staff, noting, “They worked so hard. They were so overwhelmed.” He admitted that the company had not anticipated the level of response to the promotion, saying, “We had no idea that we were going to get that kind of response.”
Despite the challenges faced during the promotion, Murrell decided to allocate funds for the employee bonus instead of other expenditures, humorously adding, “I spent it on [the bonus] instead. She still looks at me like I’m stupid.” This decision highlights the company’s commitment to its employees, even in the face of operational difficulties.
The BOGO deal and its fallout serve as a reminder of the complexities involved in promotional events, especially for a brand celebrating a significant anniversary. As Five Guys continues to navigate the aftermath of this incident, the focus remains on restoring customer satisfaction and ensuring smoother operations in future promotions.
Details remain unconfirmed regarding any long-term changes the company may implement to prevent similar issues in the future.
