Number
MrBeast Burger goal: 2,000-2,500 virtual locations
Reed states the two-year goal for MrBeast Burger is to reach 2,000 to 2,500 virtual locations plus a few brick-and-mortar spots, with the ambition of competing with Five Guys.
$3K
Target virtual restaurant locations · locations
“We want to be around 2,500— 2,000 to 2,500 virtual locations. We want to have a few interesting brick-and-mortar locations. I mean, for us, it's like, are we going to be able to compete with Five Guys?”
Tactic
The 'never flash frozen' trick: claim a meaningless spec customers already assume is good
Five Guys brags it has no freezers; Shaan's sushi restaurant advertised salmon that was 'never flash frozen' to signal freshness, until their chef pointed out freezing is actually critical to kill bacteria in salmon. The tactic is asserting a spec customers emotionally want, regardless of whether it matters.
“And so we used to do this with our sushi restaurant. We used to say, you know, all of, uh, we started off saying our salmon is never flash frozen. And then like later, like this, the chef was like, yeah, why do you guys say that? And we're like, because people want fresh fish for sushi. They want it to be like super fresh. And he's like, you know that the freezing is like really critical for salmon. It like kills the bacteria and stuff.”