Five Guys has moved into streaming content, releasing a branded docuseries titled On The Line: The World Burger Games on Prime Video, produced in partnership with Full Day Productions and Lost Tribe Creative.
The release represents a growing trend among quick-service restaurant brands using long-form video content to deepen consumer engagement outside of traditional advertising channels. For Five Guys, which operates thousands of locations globally and has built a cult following around its customizable burger format, the docuseries format offers a platform to showcase brand identity and competitive culture to a streaming audience.
Content as Brand Strategy
Branded docuseries have gained traction in the foodservice and hospitality sector as chains seek to differentiate in a crowded fast-casual landscape. The "World Burger Games" framing suggests a competition-style format, a proven structure in food media that has driven substantial viewership for platforms ranging from Netflix to Food Network. Placing the content on Prime Video — one of the largest streaming platforms by subscriber base — gives Five Guys access to a global audience without the barrier of proprietary distribution.
The move aligns with a broader pattern among major restaurant operators investing in content marketing as a complement to loyalty programs and social media. Rather than competing solely on product or price, brands are increasingly competing for cultural relevance, and streaming originals have become one vehicle for that effort. Sister coverage at Food & Beverage Magazine has tracked similar brand-media crossovers across the beverage and snack segments.
What It Means for Operators
For foodservice industry observers, the Five Guys docuseries is notable less as an entertainment property and more as a signal of how restaurant brands with strong identity capital are monetizing that equity. Franchise operators and brand marketers in the fast-casual segment will be watching viewer engagement metrics closely, as Prime Video's global footprint could translate into meaningful brand lift in markets where Five Guys is still expanding.
The production partnership with Full Day Productions and Lost Tribe Creative — rather than an in-house studio — indicates a professional content strategy rather than a grassroots social effort, suggesting the brand is treating this as a genuine media investment. How the series performs on Prime Video could influence similar decisions by competing quick-service restaurant brands weighing streaming as a marketing channel.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
