In a recent LinkedIn post, Shephyken explores how a seemingly simple element of the Five Guys dining experience can offer profound lessons in customer experience (CX). Shephyken highlights the strategic use of peanuts as a way to transform potential customer frustration—waiting time—into an engaging part of the overall brand interaction.
Shephyken introduces the concept by posing a question that frames the core of the discussion:
What can a bucket of peanuts teach us about customer experience?
The post, which references an episode of the “Super Amazing Show” featuring Brittany Hodak, CSP, emphasizes that even minor touchpoints can significantly influence a customer’s perception of a brand. According to Shephyken, the Five Guys approach demonstrates a keen understanding of customer psychology and the potential to enhance satisfaction during periods that might otherwise be perceived negatively.
Transforming Waiting Time into Engagement
Shephyken argues that the traditional view of waiting time as a necessary evil is a missed opportunity for businesses. By providing a complimentary, engaging activity like snacking on peanuts, Five Guys, as highlighted by Shephyken, effectively re-frames the waiting period. This turns a potentially passive or frustrating experience into an active, enjoyable prelude to the main meal.
As Shephyken notes, this strategy is a “great reminder that even small touchpoints can shape how customers feel about your brand.” This suggests that the impact of customer experience is not solely dependent on the core product or service, but also on the surrounding elements that contribute to the overall journey.
The Power of Proactive CX Strategies
The insight shared by Shephyken underscores the importance of proactive customer experience design. Instead of simply accepting waiting as an unavoidable aspect of the service, businesses can actively design strategies to mitigate its negative effects and even enhance it. Shephyken points out that the effectiveness of this strategy lies in its simplicity and ease of implementation, making it accessible for a wide range of businesses looking to improve their CX.
In Shephyken’s view, the Five Guys peanut strategy is a prime example of how a company can differentiate itself by focusing on the complete customer journey. It encourages a mindset shift from merely serving customers to actively delighting them at every stage.
If you’re looking for practical customer experience ideas that are easy to apply, you’ll want to hear this one.
The article, drawing from Shephyken’s commentary, suggests that businesses should constantly seek innovative ways to improve customer interactions. The lesson from the peanuts is that even the most basic elements, when thoughtfully integrated, can contribute to a memorable and positive customer experience, fostering loyalty and positive word-of-mouth.
In this episode of the Super Amazing Show, Brittany Hodak, CSP, and I share a simple but powerful strategy from Five Guys that turns waiting time into part of the experience.
Shephyken’s post serves as a valuable reminder for business leaders to critically examine every aspect of their customer interactions, identifying opportunities to add value and create positive memories, even in the most unexpected places.
📝 About This Content
This article is based on insights shared by Shephyken on LinkedIn.
📅 Originally posted on June 2, 2026 | View original post on LinkedIn →