Honestly, Five Guys reminds me of Krispy Kreme in a lot of disturbing ways. You guys down south may not realize it, but Krispy Kreme expanded at an absurd pace in the late 90s and were insanely popular everywhere they went because of word of mouth, only to have it all collapse within a few years. Now you can only find them in Kroger or the odd location up north here. I think they went from 30 stores in Canada to 4. And yet they still dominate the British donut market, somehow.