The Genius Marketing Trick Behind Five Guys’ Free Peanuts
At Five Guys, you’ve probably noticed the boxes before the burgers. Large containers of unshelled peanuts sit out in the open, available for anyone waiting in line. They don’t cost anything, they’re not advertised heavily, and most chains wouldn’t bother with a free snack.
Image via Wikimedia Commons/Bobak Ha’Eri
But Five Guys has kept the practice for over two decades, and most people don’t even know why!
Peanuts Keep Customers Occupied While They Wait
Unlike many quick-service competitors, Five Guys doesn’t pre-cook or hold food under heat lamps. Every burger is made fresh to order, cooked well-done, and never pressed down to save time. The fries, fried in peanut oil, only go into the fryer once your order is placed.
This approach slows service, and people sometimes wait longer than they expect. To manage that, the company offers free peanuts in-store. A former employee once explained that handing guests something to do—like cracking open shells—keeps them distracted and makes the wait feel shorter. It also prevents diners from staring impatiently at staff working in the open kitchen.
It’s a smart strategy that serves several purposes: customers have something to snack on, staff can focus on quality, and the kitchen can deliver the hot meal that you ordered.
A Long-Standing Part of the Brand
Image via Wikimedia Commons/Ben Schumin
The tradition dates back to Five Guys’ early years in the 1980s and 1990s, when the founders wanted to create a simple, quality-first burger joint with a friendly, casual feel. The peanuts quickly became part of that identity.
There’s a practical side too: peanuts aren’t offered with takeout or delivery because of allergy risks, but inside the restaurant, there are piles of shells on tables and floors.