What is the likely impact of not using traditional advertising at Five Guys?

Choosing not to use traditional advertising can lead to an increased reliance on product quality for brand recognition and customer retention. At Five Guys, the brand has cultivated a strong reputation through word-of-mouth marketing, customer experience, and high-quality offerings. This strategy encourages the company to prioritize delivering exceptional food and service as a means of attracting and retaining customers, since they aren't investing in traditional advertising channels that would typically raise awareness. When product quality stands out, it can create a loyal customer base that spreads the word organically, benefiting the brand in a competitive market.

The other impacts related to decreased brand visibility, higher operational costs, and limited customer reach reflect potential drawbacks of foregoing traditional advertising, but they do not capture the essence of how Five Guys' strategy can pivot towards a focus on quality.