I'm a huge FG fan for three reasons:

They are the closest "fast" fry to a true double-fried Belgian fry.

They provide a product that is zero BS and executed well *each* *and* *every* *time*, else they will a) admit it b) apologize c) recompensate you (I eat there 1x a week if at all possible, once early on they forgot my father-in-law's order. Manager gave me his business card, and a "free meal" card, and said if I ever have another problem again, call him anytime. It could have been an answering service in Bangalore, but that level of personal service was exceptional).

Aside from the (factual) self advertising, the store is done inexpensively and to reduce cost. The efficiency in the franchise gets me all hot and bothered -- aside from the simple plastic and sticker signs, and the cups, there are no waste-of-money duratrans, inexpensive industry standard tile, well laid out, and overall a process that is committed to fresh, inexpensive food done right the first time. The paper bags, the styro cups, hand cut chips, hand made patties -- all are commitments to a "drive out the excess cost at all areas and focus on product and delivery" model that should make any business nerd weep.

It's like someone took all upsides of franchising (solid brand with a winning concept) and threw out the bull (wasteful marketing gimmicks and pointless "experience" concepts) and actually delivered for once.

If I didn't spend all of my time on the road doing other things, FG is actually a franchise concept I would heavily consider moving to. I'm that hooked. Everyone who visits me in Richmond gets a visit to the one nearest my office, from co-workers, family, friends, to business associates. Heck, we had a celebratory lunch after closing a very large transaction at FG!

Cheers,

-Andrew