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How Five Guys, a Brand Built on Customer Experience, Finally Warmed Up to Advertising

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To customers, Five Guys is best known as a no-frills, dependably satisfying burger chain with a red-and-white aesthetic and a minimalist menu. But in the marketing world, Five Guys is known as being one of the rarest unicorns: An international chain that doesn't advertise. Since being founded in Washington, D.C., in 1986, the brand has...

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