In a surprising move, Five Guys CEO Jerry Murrell distributed a $1.5 million bonus to approximately 1,500 employees after a botched buy-one-get-one (BOGO) promotion. Each employee received about $1,000 as compensation for the fallout from the promotion, which was intended to celebrate the company’s 40th anniversary.
The BOGO deal, launched on February 17, 2026, quickly led to chaos as many locations ran out of food, resulting in significant customer dissatisfaction. Murrell expressed his concern, stating, “I didn’t want anybody shooting me in the back or anything after the first day, because we really screwed it up.”
Despite the initial excitement surrounding the anniversary promotion, the overwhelming response caught the company off guard. Murrell noted, “We had no idea that we were going to get that kind of response,” highlighting the unexpected demand that the promotion generated.
In the wake of the mishap, Five Guys issued apologies to customers on February 18 and again on March 9, 2026. The company acknowledged the disappointment caused by the food shortages during the promotion.
Murrell emphasized the hard work of the employees during the promotion, stating, “They worked so hard. They were so overwhelmed.” This bonus was a gesture of appreciation for their efforts amid the chaos.
Reflecting on the decision to allocate funds for the bonus, Murrell humorously remarked, “I spent it on [the bonus] instead. She still looks at me like I’m stupid,” indicating the personal stakes involved in managing the company’s reputation.
The BOGO deal was part of a broader strategy to celebrate Five Guys’ four decades in business, but the execution fell short of expectations. Observers are now looking to see how the company will adjust its promotional strategies in the future to avoid similar pitfalls.
Details remain unconfirmed regarding any long-term impacts on customer loyalty or sales following the incident, but the bonus distribution has certainly sparked conversations about employee recognition in the fast-food industry.
