Strategic Management for Five Guys in Belgium Market

Running Head: MANAGEMENT
STRATEGIC MANAGEMENT

MANAGEMENT 1
Executive Summary
Five Guys started in Canada and America in 2003 with offering of fresh and handmade
burgers. The company gained much success in these countries and thus now focusing to
expand their operations into other nations. Hence, after the success in UK, Five Guys now
want to enter into markets of Belgium. The same is outlines with the help of this report in
respect with several information and recommendations.
There are several differences in culture of Belgium and UK and considering competitive
landscape and other challenges, an internal and external analysis is being developed in
respect with successful establishment of FG.
This report also outlines the strategic direction of Five Guys which include recommendations
related to their product mix, location strategy, marketing aspects and method of expansion.
Moreover, the implementation plan is also identified that help the company to achieve those
strategic direction in three phases.

MANAGEMENT 2
Table of Contents
1. Introduction............................................................................................................................3
2. External Analysis...................................................................................................................4
2.1 Analysis of Belgian culture..............................................................................................4
2.2 Belgium fast food market.................................................................................................4
2.2.1 Market Share.............................................................................................................4
2.2.2 Porter’s competitive model.......................................................................................5
3. Internal Analysis....................................................................................................................7
3.1 Quantitative business capabilities....................................................................................7
3.2 Qualitative business capabilities......................................................................................7
4. Competitive Strategies...........................................................................................................8
5. Strategic Directions..............................................................................................................10
5.1 Methods of Expansion...............................................................................................10
5.2 Location Recommendations......................................................................................11
5.3 Product Mix...............................................................................................................12
5.4 Marketing..................................................................................................................12
5.5 Implementation of Strategic Direction......................................................................12
6. References............................................................................................................................14

MANAGEMENT 3
1. Introduction
Five Guys is a US-based restaurant specializing in serving burgers and fries in 28 countries
(Gray, 2019). Jerry and Janie Murrel initiated this chain in 1986 by offering an option to their
sons that they can either start a business or go to college. Within the same year, the first Five
Guys restaurant established in Arlington, Virginia. Due to its unique quality of food and
service, it is not being considered as Food Chain. The company vision stands on – “to perfect
and serve” (Seymour, 2018). Every day, the company making the promise to its customers
who count on them to keep offering good experience and food they love.
In 2003, Five Guys started offering franchise opportunities in Canada and America. The
company further decided to expand its operations overseas when they realised that there were
abundant franchising contracts available in these nations. In 2013, Five Guys started their
business in UK and with time they also achieve success in the country and now the
management is planning to expand in Belgium. Hence, this report presents strategic issue as-
How to effectively enter in the Belgium market?
One of the challenges that Five Guys might face in Belgium market is concern with limited
international experience management. Up to now, the organisation has only established its
business into similar cultural countries (with presumably English speaking nations). Belgium
has a different culture that UK within in Europe and thus the company experience of
operating in UK might not be helpful to conquer the market in Belgium. Another possible
challenge in Belgium may be the competitive market landscape as well as “friet-Knot
culture” (Kugel, 2013).
The report further outlines the external analysis of Five Guys in aligning with the company
current capabilities to decide whether it is sufficient to enter into the Belgium market or not.
Considering their internal analysis, several recommendations are also being suggested that
will include a high-level implementation plan, in the end, comprising three phases.