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There’s a hot new abode in boondocks that has big burgers, appetizing chips and a band afterward on the coast.
No, it’s not In-N-Out Burger, the allegorical California chain. It’s Five Guys Burgers and Fries, an East Bank acceptation with a berserk afterward that ranked as the country’s fastest growing alternation in 2009.
Last weekend’s bendable aperture at the aboriginal Five Guys restaurant in El Paso drew a abiding army of locals acquisitive up a simple card of burgers, dogs and fries.
The restaurant is amid on Sunland Park Drive, abutting to Bed, Bath and Beyond, on the Westside. It appearance the franchise’s signature black, white and red checky adornment and an activated staff.
It’s the added abundance for David Jaffa, a Rhode Island transplant, who opened a authorization in Albuquerque, N.M., in March with his accomplice and brother, Alan Jaffa. Abutting month, they’ll accessible an Eastside breadth in Las Palmas Marketplace.
The brothers admired the franchise’s simple abstraction and menu: burgers, fries, hotdogs and broiled cheese sandwiches. You won’t acquisition salads, wraps, craven sandwiches or all-overs at Five Guys.
“We try to do a few things perfectly,” Jaffa said. “You aren’t activity to see a change in the menu. It’s been the aforementioned for added than 22 years.”
But newcomers may allegation some time to amount out what to put on top of the double-patty approved burger or the single-patty little burger at Five Guys.
The adamantine part? Choosing from 15 altered chargeless toppings: mayo, lettuce, pickles, tomatoes, broiled onions, broiled mushrooms, ketchup, mustard, relish, onions, jalapeño peppers, blooming peppers, A-1 sauce, barbeque booze and hot sauce.
According to the company’s website, fiveguys.com, there are added than 250,000 means to adjustment a burger. Bacon and cheese additionally can be added for an added charge.
“Five Guys has consistently focused on authoritative a fresh, high-quality burger about like you would accomplish at home,” Five Guys backer Molly Catalano said. “They aloof capital to accomplish a burger that they admired and were appreciative to serve. Our burgers are affection but simple, and bodies assume to acknowledge that.”
David Jaffa aboriginal apparent Five Guys about two years ago aback he was surfing the Internet and begin a tiny figure advertence the restaurant. He was anon intrigued. A few hours later, he, his wife and his brother headed for the abutting Five Guys – not too abundant of amplitude aback you alive in Rhode Island and the abutting abundance is about 50 afar abroad in Connecticut.
“I absolved into the abundance and there was so abundant energy,” David Jaffa recalled. “I was watching bodies eat and I could see that they were happy. I capital to jump over the adverse and alpha affable burgers.”
At the time, the Jaffa brothers were attractive for a new business venture. They had endemic a window accomplishment business for 25 years and were in the bosom of an eight-year break. The aliment and activity that David Jaffa encountered at Five Guys fabricated him acquisitive to become a franchisee.
Once Jaffa fabricated acquaintance with the authorization folks, he met one of the aboriginal Five Guys – Jerry Murrell – for final approval.
“He insisted on affair anybody that was a abeyant Five Guys because he capital bodies who were adherent to the abstraction of what they do,” David Jaffa said.
During the interview, David Jaffa addled a ambit with Murrell. He told Murrell about his attraction with award the absolute French fry compound and how for about a decade he’d approved altered oils, acid and affable methods. That afflicted Murrell.
“He angry to the Five Guys authorization sales rep and said ‘these guys are good,’ ” David Jaffa recalled aback Murrell gave them the thumbs up.
Five Guys chips angle up to Jaffa’s obsession. Fifty-pound accoutrements of Idaho potatoes and boxes of peanut oil band the annals area. Chips are duke cut and absurd in peanut oil. A approved adjustment is about ample abundant for two people, while the beyond adjustment can accompany the burgers of a ancestors of four.
“Everything about how we accomplish our aliment is from the heart,” David Jaffa said.
This includes their hiring practices. He’s assassin 70 advisers in El Paso – some for the Eastside location. For David Jaffa, hiring the appropriate agents is key to befitting the business humming.
“Ninety-five percent of the time, we’re attractive for appearance and personality,” David Jaffa said. “We apperceive we are experts at authoritative a affection product. We can advise our advisers to accomplish the absolute hamburger, but we can’t advise them to accept acceptable character.”
Prices for burgers alpha at $3.39 for the little burger, and chips alpha at $2.69 for an adjustment that can augment two or added people. Hotdogs are $3.09.
East Bank cult
The Five Guys aesthetics has angry David Jaffa into a positive, blessed guy – a far cry from his Type-A canicule as a window architect who alarming activity to work. He stood in the aback of the abundance Sunday, animated as added and added El Pasoans entered the new Westside restaurant. He befuddled easily with barter and thanked them for giving his new restaurant a try.
The Murrell ancestors opened Five Guys in 1986 in Arlington, Va., and it remained a D.C.-area restaurant until 2002 aback the brothers began accretion into Maryland and Virginia. Then in 2003, the brothers started affairs authorization rights to the blow of the country. Now there are 713 locations in the U.S. and Canada. It has enjoyed a cult-like afterward on the East Bank abundant like In-and-Out Burger has on the West Coast.
The El Paso restaurants are allotment of the franchise’s access into added markets throughout the United States.
“We apprehend to accessible 200 locations in 2011 and abounding of those will be in the West and Southwest,” Catalano said.
The restaurant’s success is abundantly accustomed to its cult-like afterward and some acceptable PR – you won’t acquisition Five Guys coupons or advertising. Admiral Barack Obama gave the authorization a addition aftermost year aback he paid a appointment to a Five Guys restaurant in D.C. as an MSNBC aggregation was cutting “A Day in the Life of the President.” A YouTube video captured the admiral acclimation and advantageous for the crew.
“Obama’s appointment to Five Guys absolutely got the chat about Five Guys out abundant faster than we could have,” Catalano said.
“We do not advertise, so it absolutely gave us added absorption than we accept anytime had in the media. However, we afresh were accustomed in a analysis from Zagat and Consumer Reports and that has additionally accustomed us a lot of buzz,” he said.
Five Guys Burger and Fries
655 Sunland Park Dr., Ste. L-1
Sunland Boondocks Plaza
Open 11a.m.-10 p.m.
Phone (915) 581-2415
Fax (915) 581-3928
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