That's exactly what Five Guys CEO Jerry Murrell learned after the burger chain's 40th anniversary buy-one-get-one-free promotion spiraled into full-blown chaos—and ended with him writing 1,500 checks to make it right.
"I always think it's funny when people go to sales. I never thought they worked. We tried this one, buy one, get one free. Holy smokes. I couldn't believe all the people that jumped on that," Murrell told Fortune on Wednesday, March 25. "I thought maybe increased sales like 20 percent or something—that was like 130 percent. So I felt I screwed up."
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Five Guys also issued a public mea culpa, acknowledging that customers visited "in overwhelming numbers" and that they simply "weren't ready." The chain promised a do-over—a second BOGO event dubbed the "40th After Party" ran from March 9 to 12, and by all accounts, it went smoothly.
Murrell, true to form, rewarded staff again. "The crew did good that day, because they were prepared, but they worked so hard that I thought, now I better give them a bonus," he said.
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