In an unexpected corporate gesture, Jerry Murrell, the 82-year-old CEO and founder of the popular burger chain Five Guys, has awarded $1.5 million in bonuses to his employees. This substantial payout came as a direct response to a promotional event that spiraled into chaos, leaving stores unprepared and forcing early closures.
The Anniversary Promotion That Went Awry
To commemorate Five Guys' 40th anniversary on February 17, the chain launched a buy-one-get-one-free special. The promotion proved far more successful than anticipated, drawing massive crowds that quickly depleted inventory at numerous locations. Several stores exhausted their food supplies and had to shut down prematurely, failing to meet the company's own service standards.
"You visited our restaurants in overwhelming numbers, and we weren't ready for you," Five Guys admitted in a March 9 news release. "We didn't meet our own standards, and that's not something we take lightly. So, we're asking for a do-over."
A CEO's Unconventional Motivation
In an interview with Fortune published Wednesday, Murrell revealed his decision to issue $1,000 checks to each store, totaling $1.5 million. He humorously cited a desire to avoid a fate similar to that of UnitedHealthcare CEO Brian Thompson, who was fatally shot in the back in New York City in 2024.
"I didn't want anybody shooting me in the back or anything after the first day, because we really screwed it up. We had no idea that we were going to get that kind of response," Murrell stated, blending dark humor with genuine concern for employee relations.
The Successful Do-Over and Subsequent Rewards
Following the initial mishap, Five Guys re-ran the promotion from March 9 to 12. This time, staff were better prepared and handled the influx efficiently. Murrell noted that the crew performed exceptionally well under pressure, working tirelessly to meet customer demand.
"We did it over again, and 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 explained, highlighting the dual purpose of the bonuses: to compensate for the initial disruption and reward the subsequent hard work.
A Family Legacy in the Making
Murrell also shared insights into the future of Five Guys, a business named after his five sons. He emphasized its family-run nature, with multiple generations involved in operations. "We got 14 grandkids and 11 great grandkids, and I think nine or 10 of the grandkids are in the business too, so they seem to like the business. Looks like it's going to carry on the way we have built it," he told Fortune, expressing confidence in the chain's continuity under family leadership.
This episode underscores the challenges of managing high-demand promotions in the competitive fast-food industry while showcasing a CEO's unique approach to employee appreciation and crisis management.
