Slightly delayed by lockdown restrictions, Austria’s first FIVE GUYS restaurant finally opened its doors in Vienna on 25 January 2021. In addition to the set-up and management of FIVE GUYS’ local Instagram channel, Grayling Austria accompanied the launch with creative media relations work, including a Covid-proof event for selected media representatives and influencers. Furthermore, the full-service agency will continue to provide strategic communications support for the Austrian branch of the world-famous restaurant chain.

FIVE GUYS’ legendary burgers, hot dogs, fries and milkshakes were eagerly awaited in Austria. The restaurant that opened in the centre of Vienna on 25 January is the 20th FIVE GUYS restaurant in Europe. Founded in 1986 in Arlington, Virginia, the restaurant chain brings handmade food prepared with fresh ingredients and American flair to Austria. And while only available for takeaway and delivery for the time being, FIVE GUYS provides a welcome change to the home menu in times of lockdown.

For the market launch, FIVE GUYS relied on the expertise of Grayling Austria, and it will continue to do so for ongoing awareness building. The Vienna-based communications agency developed a customised communications and social media marketing programme. The Grayling client team around Managing Director Nicole Hall and Associate Director Julia Sommer is responsible for the overall communication concept and implementation.

“As an international communications agency with a compatible mindset and top English skills, our choice fell on Grayling. The team convinced us with its local expertise, strong network in Austria as well as deep know-how in social media marketing and media relations. Our market entry in Austria was a great success and we are looking forward to sitting down with the Grayling team to share a burger as soon as the pandemic allows it”, said Joel Bearden, Senior Director, International & Marketing at FIVE GUYS.

“We know the legendary FIVE GUYS burgers from the time when we could all still travel the world carefree. All the more reason for us to be excited about the opportunity to present this ‘love brand’ in Austria and to accompany it on its expansion journey. The account does not only let us reminisce, it is further confirmation of our expertise in launching international brands on the local market”, said Grayling CEO Sigrid Krupica.