Brand Book 2015: Five Guys runs inaugural UK conference

US restaurant chain Five Guys Burgers and Fries picked Elvetham Hotel in Hampshire for its first ever UK staff conference in February.

Five Guys Burgers and Fries' UK staff conference
Five Guys Burgers and Fries' UK staff conference

Upmarket US burger chain Five Guys Burgers and Fries entered the UK market in 2013, opening the first of several restaurants in Covent Garden, London.

Being relatively new in the UK, it appointed Assured Events to organise its first ever UK staff conference, which was held in February over two days at the Elvetham Hotel in Hampshire.

Assured Events had to encourage 65 attendees, most of who had not met each other previously, to feel as one and recognise the company culture pervading the event. Furthermore, existing bookings at the venue meant the agency had to re-set-up overnight in a different room within the venue.

The event had a 'rock' theme throughout, from the invitations (red vinyl singles) to the 'access all areas' badges, stage dressing and team activities. Attendees were randomly grouped into rock bands, and each person was presented with their own mock band T-shirt, along with tattoo sleeves, on arrival. After a welcome, people were introduced to their fellow band members. Over the next few hours, they were then taught the basics of playing the drums, keyboards, guitar and bass.

The climax of the session was when each band performed in front of the whole crowd to rapturous applause. To manage a smooth transition to a new room at the venue for the second day, an A/V crew worked overnight to strip down the set and rebuild it in a different area. Day two was a similar rock-and-roll affair with guitars as centrepieces, drumstick pens on tables, and Five Guys-branded Jack Daniel's for each person.

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