PHOTO:😬 Five Guys
Once a viral sensation that sparked lines stretching around the block, US mega-chain Five Guys is now facing a harsh reality in Australia.
A photo taken last Tuesday afternoon of the Martin Place Five Guys in Sydney — arguably one of its most high-traffic locations — shows the restaurant almost completely empty.
For a brand built on hype, queues, and buzz, the image is brutal.
The popularity of Five Guys seems to be dying off in Australia (pictured, Five Guys Martin Place last Tuesday afternoon)
📉 FROM BLOCKBUSTER OPENING TO DEAD QUIET ROOMS
When Five Guys opened its first Australian store in Penrith four years ago, the launch was chaos:
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Crowds
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Wait times
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Social media mania
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Customers travelling across the city to try it
But now, that hype appears to have fizzled.
Dozens of commenters were blunt:
“Overpriced and overrated.”
“Too expensive.”
“Fast food is supposed to be cheap — this isn’t.”
Many Aussies say they simply refuse to pay $17.90 for a hamburger, $19.90 for a cheeseburger, or $22.90 with bacon.
Add $6.90 chips and $10.90 milkshakes, and families say the cost is just too high for “another burger shop”.
💬 BUT SOME CUSTOMERS STILL SWEAR BY IT
Not everyone is running for the exits. A loyal fan base insists the quality is worth it:
“No question it’s a premium product.”
“Best burgers in Sydney.”
But premium alone won’t save the chain — not when the market expects something unique at that price point.
And that is exactly where experts say the chain has stumbled.
📍 EXPERTS: ‘THE LOCATIONS ARE ALL WRONG’
Hospitality consultant Michael Vale says Five Guys’ Australian rollout was flawed from day one.
❌ Penrith: Too far for most Sydney customers
The first store was “a standalone, difficult-to-access location” — meaning Sydneysiders weren’t going to travel for it once the hype subsided.
❌ Martin Place: Hidden inside a Metro station
“Unless you’re catching a train, you’re not going in there for a burger.” — Vale
Visibility is poor, foot traffic is inconsistent, and impulse dining is low.
❌ No clear brand point-of-difference
Vale says simply offering “a good burger” is not enough in a saturated market:
“To me Five Guys is just another hamburger joint.”
“If you do something special, the price is irrelevant.”
But Five Guys is charging premium prices without offering a premium experience or a standout identity in Australia.
Many Aussies said they avoid Five Guys because it’s ‘too expensive’
🍔 THE BIGGEST PROBLEM? NOTHING SETS IT APART
Australia’s burger scene is crowded and competitive:
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Grill’d
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Betty’s Burgers
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Milky Lane
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Local boutique burger bars
Most of these offer something unique — plant-friendly menus, designer fit-outs, cocktail pairings, or localized flavours.
Five Guys, on the other hand, brought its US-style menu without adapting it to the Aussie market, and the novelty simply didn’t last.
Five Guys were popular when they first launched in Penrith, west Sydney (pictured)
🧂 PRICE + LOCATION + NO WOW FACTOR = TROUBLE
Put simply, Five Guys’ Australian rollout combines:
✔ High prices
✔ Poor location choices
✔ No signature “X-factor”
✔ Fading hype
✔ Increasing consumer pushback
✔ Rising living costs
It’s a recipe that even the best fries can’t fix.
🔮 CAN FIVE GUYS SURVIVE IN AUSTRALIA?
With only five stores nationwide — three in Sydney and two in Melbourne — experts say the brand is at a crossroads.
To stay relevant, Five Guys may need to:
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Rethink pricing
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Upgrade locations
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Add market-specific menu items
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Redefine its brand identity
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Create something truly unique for Aussie diners
Because right now?
The empty-store photos speak louder than any marketing campaign.
SOURCE: THE DAILY MAIL