Five Guys Relaunches 40th Anniversary BOGO Promotion After Overwhelming Demand

The burger chain is offering the deal again from March 9-12 and awarding $1.5 million in bonuses to employees for handling the initial promotion under pressure.

Published on Mar. 10, 2026

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Five Guys is relaunching its buy one, get one (BOGO) promotion from March 9-12 to celebrate its 40th anniversary after being unprepared for the overwhelming demand during the initial offer in February. The company acknowledged that its store employees were 'put in an incredibly difficult position' and will distribute approximately $1.5 million in bonuses to workers as a reward for their performance under pressure.

Why it matters

The high demand for the Five Guys BOGO promotion highlights the continued popularity of the burger chain, even after 40 years in business. However, the company's inability to meet that demand the first time around raised concerns about its operational readiness and customer service. The decision to relaunch the promotion and reward employees shows Five Guys' commitment to making things right with its customers and staff.

The details

Five Guys launched its BOGO promotion on February 17 to celebrate the company's 40th anniversary, but the response was 'unlike anything we've seen,' according to the company. The burger chain said it 'wasn't ready' for the overwhelming number of customers that visited its restaurants, and it 'didn't meet our own standards.' To make amends, Five Guys is offering the BOGO deal again from March 9-12, and customers can redeem it online or through the app using the code 'FGAFTERPARTY.' The company is also awarding $1.5 million in bonuses to its employees for handling the initial promotion under pressure.

  • The initial Five Guys BOGO promotion launched on February 17, 2026.
  • The relaunched BOGO promotion will run from March 9-12, 2026.

The players

Five Guys

A popular American fast-casual burger restaurant chain founded in 1986.

Jerry Murrell

The founder of Five Guys.

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What they’re saying

“You visited our restaurants in overwhelming numbers, and we weren't ready for you. We didn't meet our own standards, and that's not something we take lightly.”

— Five Guys (people.com)

“Forty years is a long time, and the outpouring of support for our 40th birthday reminded us why we love what we do.”

— Jerry Murrell, Founder, Five Guys (people.com)

What’s next

The relaunched Five Guys BOGO promotion will run from March 9-12, 2026, and customers can redeem the deal online or through the app using the code 'FGAFTERPARTY'.

The takeaway

Five Guys' decision to relaunch its 40th anniversary BOGO promotion and reward its employees for their hard work during the initial overwhelming demand shows the company's commitment to providing a positive customer experience and valuing its staff. This move could help strengthen the brand's reputation and loyalty among its customer base.