How Gellert Hospitality Group wins new, profitable trips for its Five Guys restaurants

Bill Gellert is the President of Gellert Hospitality Group, a restaurant franchisee operating nearly 100 Five Guys restaurants across 14 states.

In his business, margins are constantly tight, and every day demands fresh focus. To reach the business's lofty goals, the team measures everything, down to tenths of a point.

For Five Guys, reaching guests today means reaching them online, and with diners more focused on value, how a brand delivers and communicates that value matters more than ever.

GHG chose Upside for its incremental model, which brings in business the restaurant wouldn’t otherwise get, and for its ability to show whether offer-driven guests are becoming regulars.

Nearly two years in, Bill estimates Upside adds a half-point to the bottom line.

"For us, we measure everything," Bill said. "It starts with pennies and we just repeat it over and over again. We look at this down to tenths of a point. So a half-point to us is significant."

Upside is part of a program that has helped extend six consecutive years of same-store sales growth. Watch the video above to hear more.