Why I'm Not Surprised That Five Guys Is Having Trouble in Germany - Five Guys struggles to keep its promise in Germany’s fast-food scene
Five Guys arrived in Germany with a promise of fresher, better fast food than McDonald’s or Burger King. The first branch opened in Frankfurt, followed by Essen, drawing curious customers. But years later, the chain’s appeal seems to be fading for some, with complaints about pricing, service, and even access rules for pet owners.
The author first tried Five Guys in the US back in 2014. The burger tasted fresh and stood out compared to other fast-food options. When the chain launched in Germany, they visited the Frankfurt location, eager to see if the experience matched their memory.
Five Guys entered Germany with a strong reputation but now faces criticism over pricing and service. Customers who once saw it as a step up from McDonald’s now question its value. The chain may need to adjust its prices or improve its dining experience to stay relevant in the German market.
