Most of us had a favorite food spot that we wished we could eat at every day, but no longer crave. As many restaurant chains grow increasingly predictable, offering the same core items in familiar settings, excitement has faded.
Now imagine if that former go-to place offered a menu for every meal of the day, and even the occasional boozy beverage, eliminating the need to bounce between multiple locations or brands.
After 40 years, Five Guys is finally turning its fans’ wishes into reality.
Founded in 1986 in Arlington, Virginia, Five Guys has grown into a global brand with nearly 1,900 locations worldwide, known for its homemade-tasting burgers, generous portions of hand-cut fries, and the complimentary peanuts that have become a signature ritual while customers wait for their orders.
But as the economic environment remains uncertain, familiarity alone is no longer enough. Food prices have climbed to levels once thought impossible, and the economy continues to recover from repeated shocks.
As a result, consumers are becoming more selective about where they spend their money. This shift has pushed restaurant chains to compete not just on price or convenience, but also on creativity, finding new ways to stand out in a crowded market and capture attention.
Overall traffic in the foodservice industry declined 1%, suggesting consumers are eating out less often, according to Circana.
Many brands are realizing that decades-old menus and unchanged décor are no longer enough to prevent customers from drifting to competitors. To protect market share, chains are beginning to experiment with new formats, extended hours, limited-time menu items, and experimental concepts designed to give customers a reason to choose them over dozens of similar options.
These innovations reflect a broader shift toward turning restaurants into experiential destinations rather than simple food stops, a strategy aimed at increasing visit frequency, raising average ticket size, and strengthening brand loyalty.
Five Guys opens its newest flagship restaurant
Five Guys has opened its newest flagship restaurant on the Las Vegas Strip, a massive 10,000-square-foot structure inside the Grand Canal Shoppes at The Venetian.
This new location is unlike any other for the chain. In addition to its core menu, this first-of-its-kind restaurant offers all-day breakfast and a full bar serving beer, wine, frozen cocktails, and specialty alcoholic milkshakes, an expansion that could broaden the chain’s revenue opportunities across more markets and hours of the day.
The flagship’s décor is inspired by classic Vegas iconography, with custom murals and neon signs featuring dice, cards, and a Vegas Vic-inspired design. There is also a glass-walled potato prep room that gives guests a behind-the-scenes look at how the chain prepares its hand-cut fries.
The Five Guys Grand Canal will be open daily from 8 a.m. to 4 a.m., offering more options for tourists and locals alike and allowing the company to better compete with fast-casual rivals, late-night dining, and bars.
Five Guys opens a first-of-its-kind flagship restaurant in Las Vegas.
Fast-food competitors dive into all-day breakfast
Expanding beyond their traditional offerings has become a common tactic as chains search for new growth streams.
Not long ago, all-day breakfast was the industry’s most popular trend. While it sounds like an easy revenue driver, its execution has proven far more difficult.
McDonald’s (MCD) ended its all-day breakfast in 2020 after launching it in 2015. During the height of the Covid pandemic, the company paused the offering to simplify kitchen operations and improve speed. The expanded menu required more space, ingredients, and complex workflows, factors that could have a “material impact” on productivity and margins, according to the company’s second-quarter of fiscal 2020 earnings call.
Portillo’s (PTLO) introduced its first-ever breakfast menu in April 2025 at 10 Chicago-area restaurants. While initially seen as a promising growth opportunity, the company later found that breakfast service disrupted lunch preparations and strained operations, which led it to eventually discontinue the program to protect quality and performance.
“There’s plenty of restaurant companies out there that have tried to expand to breakfast, and it hasn’t worked,” said Portillo’s CEO Michael Osanloo in an earnings call.
Dutch Bros is taking a different approach by pushing forward with its breakfast expansion. The coffee chain now offers breakfast at around 25% of its locations, with a nationwide rollout expected by the end of 2026. By closely analyzing food cycle times, the company aims to ensure breakfast preparation does not slow down its drink service.
Leveraging alcohol in a slowing market
The alcoholic beverage industry is experiencing its own downturn. After peaking during the pandemic, total alcohol sales fell 3% in the first half of 2025, according to NielsenIQ.
Even so, Five Guys’ decision to introduce alcohol in Las Vegas aligns with the success of nearby competitors.
More Restaurant Industry News:
- Papa John’s leans into growing trend Chipotle embraced
- McDonald’s making major drive-thru change
- 30-year-old pasta chain announces 35 restaurant closures in 2026
Yum! Brands’ (YUM) Taco Bell flagship on the Las Vegas Strip, Taco Bell Cantina, features a full-service bar and operates 24/7. The two-story location has become a major tourist attraction and even a wedding venue thanks to its chapel, event services, merchandise shop, and Las Vegas-themed décor, providing a unique experience for its customers.
The strategy taps into a growing consumer want for novelty. According to an OpenTable survey, experiential dining grew more than 46% year over year, with 37% of Americans reporting they would like to see more immersive dining experiences in 2026. Nearly half, or 48%, said they are more likely to dine at a restaurant hosting a pop-up, collaboration, or special event.
The restaurant industry’s broader struggles
Persistent inflation and economic uncertainty have made consumers more cautious about dining out, forcing restaurants to compete more aggressively for fewer visits.
Prices for food at home increased 2.6%, while prices for food away from home rose 3.7% in the 12 months ended September 2025, according to recent U.S. Bureau of Labor Statistics data.
“It’s important for restaurants to remember that value is rarely defined only by price,” said Circana Senior VP and Industry Advisor for Food and Foodservice David Portalatin in a statement. “Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success.”
For Five Guys, the Las Vegas flagship could be more than just a one-off opening; it could be a test of whether extended hours, alcohol, and experimental design can increase traffic and sales, opening the door to more potential similar concept locations if successful.
“The location represents a big moment for our brand,” said Five Guys Grand Canal Shoppes Franchisee Edward Pizzarello in a press release. “We wanted to deliver what people have always loved about Five Guys, fresh, handmade food prepared with purpose, quality, consistency and taste, while embracing the energy and indulgence that define Las Vegas.”
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