For decades, Five Guys built its reputation almost entirely through word of mouth instead of traditional advertising. But when a photo of a nearly $24 meal went viral, the internet turned that same word of mouth against the brand. Without a direct way to communicate with customers, Five Guys struggled to control the narrative as its premium pricing became the story. It's a reminder that every competitive advantage can become a weakness when the market changes. Watch the full video here: youtu.be/4-8_etpRj1Y #fiveguys #business #restaurants #marketing #socialmedia