The Five Guys Experience

Cashier Training Guide

You don’t know me,

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Most of the places where I eat would never recognize me. I’m that nice average customer that never complains. I don’t mind waiting at the counter while the cashier chats with a fellow co-worker. I just look up at the menu board and wait until you notice me. I never fuss. I just wait.

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If I order a cheeseburger with grilled onions and get a burger with grilled mushrooms, I eat it anyway. I usually order a drink with my meal but forgot until I had already paid. That’s okay, I guess I can do without; I hate to be a bother.

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I never complain to the Manager and get you in trouble. The only way that you know that I’m a nice customer is that you’ll never see me again. Of course, it appears that you planned it that way since I overheard you say to your co-worker, “I wish no one else would walk in so that I can go home early.” Most likely you didn’t care either when I decided that this would not be the place for me to take three of my customers to lunch tomorrow.

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My answer to your lack of interest, attention, and poor attitude is to go elsewhere. I can hurt you worse by not coming back, than by telling your boss and getting you in trouble; I’ll just tell some of my friends instead. If you have many dissatisfied customers like me, we can ruin your business.

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It’s amusing to me to watch you spend money on expensive promotions and advertising to get customers back in your store. I would be there right now if I had just been treated with some simple courtesy and dignity. You wonder why your sales aren’t positive over the last years. Evidently, you made that decision by the way you treated your customers. There’s no need for me to sign this letter. You don’t know me. I didn’t complain. I didn’t come back.

Selling Five Guys

• First Impression
• Atmosphere
• Service
• Food
• WOM Marketing

What is Customer Service?

• Sincere Greeting
• Displaying Store Energy
• Recognizing Customer Needs
• Knowing How to Resolve Complaints
• Property Appearance

• Gift Cards
• Cash Handling
• Counterfeit Detection
• Employee Meals
• VIG Cards & Complimentary Burger/Shake Card
• Good Grades Certificates
• Remakes/Refunds�

Policies

Phone Interaction

• Answer Within 2-3 Rings
• Polite
• Customers in the Store Come First
• Ask for Customer’s Name

Suggestive Selling

Upselling the Size

Upselling the Toppings

Describing the Items in Detail

Offering a Personal Favorite

Suggesting Items to the Customer

Role Play

The customer makes a comment that the music is awful and it is also too loud.

The customer orders just a hamburger. How would you reply?

The customer inquires about the milkshakes, but then continues ordering burgers.

How do we Know We’re Doing it Right?

• Tip Jar
• Customer Comments
• Customer Surveys
• Secret Shopper Scores

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• Arrangement
• Modify
• Special Instructions
• Payment Options
• Splitting Orders

POS Familiarization

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• Number in the Door
• Patty Count
• Solo Fry
• Grilled Cheese, Dog, Veggie
• Grilled Peppers
• Allergy

Register Calls

Milkshakes

Know/Describe the Ingredients

Offer to Every Customer

Suggest a Personal Favorite

Give Samples

Know the Proper Mixing Procedure

Handling Customer Complaints

• Listen
• Apologize
• Personalize Your Response
• Value the Customer’s Perspective
• Ask for Help from the Manager on Duty
• Turn the Customer into a Customer for Life by the way you Handle the Situation

Role Play

The customer is adamant that they want their burger cooked medium rare.

Burger was sold with the incorrect toppings and the customer brings it back.

The customer makes a comment that the prices are too expensive for just a burger, fry, and a milkshake.

Videos to Complete

• Grillside Chat
• Customer Service Roundtable
• PCI Compliance
• Milkshakes
• Coke Freestyle
• Cleaning

Let’s Give it a Try!

• Greeting Customer
• Explain Menu
• Always Offer Fries, Drink, and Shake
• Repeat Order
• Give Receipt and Tell Order Number
• Call-In/Web Orders