Five Guys has admitted its decision to open its first Australian store in Penrith was a “mistake”, as it struggles to make ground in the region.
The cult US burger chain will open its fifth Sydney store on Monday at Sydney’s Martin Place Metro, some three-and-a-half years since it opened on Mulgoa Road in Penrith.
It has been known for some time that Five Guys has struggled to attract big numbers in Penrith, though this is the first time it has been admitted publicly.
“We made a mistake, and I’m happy to openly, honestly say this: we opened Penrith, 70 kilometres out of Sydney,” Phil Keelan, Head of Australian Operations for Five Guys, told Nine Newspapers.
“It’s a standalone restaurant, no one walking past the front doors. You have to make a conscious decision to go ‘I want Five Guys’.”
Despite the admission, Five Guys has refused to budge on its worldwide commitment to not undertaking traditional advertising.
It has struggled to explain its freshness difference and unique approach to pricing and menu structure to Penrith locals, which has in part played a part in low patronage.
As it stands, Five Guys remains committed to Penrith – but you’d have to wonder for how long.
Troy Dodds
Troy Dodds is the Weekender's Managing Editor and Breaking News Reporter. He has more than 20 years experience as a journalist, working with some of Australia's leading media organisations. In 2023, he was named Editor of the Year at the Mumbrella Publish Awards.