At a Glance

  • Guests: 650
  • Location: Copenhagen, Denmark
Attendees with backpacks and rolling suitcases queue at a "Copenhagen Five Guys GM Conference" registration desk, where staff in "Five Guys" t-shirts assist them. The illustrated blue backdrop features Copenhagen landmarks, a decorative paper peacock display, and additional branded signage visible on the right.
The colourful waterfront houses of Nyhavn in Copenhagen line the canal, painted in shades of orange, yellow, and red with steep tiled roofs. Tall-masted wooden boats are moored along the water, while tourists stroll and take photos by the railings, with restaurant umbrellas and outdoor seating visible along the street.

The Brief

Annual conference bringing together Five Guys General Managers from across Europe for two days of business updates, recognition and celebration.

For 2025, the conference also reintroduced supplier / vendor participation, creating new opportunities for connection, collaboration and innovation across the wider Five Guys network.

A sweeping wide shot of the "Copenhagen Five Guys GM Conference" main hall, showing a packed audience seated in rows facing a stage where a speaker presents in front of a large screen displaying sales figures. Ornate crystal chandeliers hang from the ceiling, and red uplighting and branded banners frame the stage area.
A large seated audience watches a presentation at the "Five Guys" conference, lit in blue with a spot of red light. In the front row, several attendees wear red "Five Guys" lanyards, with one man laughing heartily as he watches the stage.

Our Approach

We sourced and secured a destination capable of hosting a large number of guests in a single location, balancing accessibility, accommodation, conference facilities and memorable experiences.

Building on our long-standing partnership with Five Guys, we designed a programme that combined business objectives with opportunities for delegates to connect, celebrate and experience Copenhagen together.

The ornate arched entrance of Tivoli Gardens in Copenhagen, topped with a Danish flag flying against a bright blue sky. The elaborately decorated sandstone archway reads "Tivoli" above the passage, with visitors gathered near the entrance below and a promotional poster for the Tivoli Food Festival visible to the right.
A large crowd of conference attendees, many wearing red lanyards, mingles on a leafy pathway inside Tivoli Gardens in the evening. A glowing glass pavilion and an illuminated ice cream kiosk sit among the trees behind them, strung with warm fairy lights.

Highlights

  • Annual conference focused on business performance as well as future goals and strategy
  • Fairytale-themed awards evening inspired by Hans Christian Andersen
  • Performance from the Tivoli Youth Guard
  • Exclusive Tivoli Gardens experience with ride passes and food vouchers
  • After-party hosted within Tivoli’s aquarium
  • Interactive branded games and prize experiences
  • Supplier / vendor conference with showcases and networking opportunities – this included a drinks reception
A performer dances at an "Aquarium Wrap Party," wearing a sparkling bodysuit and dramatic light-up wings that create sweeping streaks of light in the long-exposure shot. She smiles as she moves, with disco balls hanging overhead and red ambient lighting filling the venue, while another similarly costumed performer is visible in the background.
An ornate two-tiered carousel glows brightly against the deep blue evening sky at Tivoli Gardens, its scalloped canopy and carved horses lit with strings of warm bulbs. Coloured lantern lights hang from surrounding trees, and other illuminated park buildings are visible in the background.

The Impact

A memorable conference that strengthened connections across Five Guys’ European leadership community whilst supporting the brand’s commitment to engagement, culture and retention.

The success of the supplier programme secured its return for future events, creating additional value for both delegates and partners.

A group of nine women pose smiling behind a reception desk, all wearing matching white "Five Guys" t-shirts with a red heart graphic and lanyards. Behind them is a light blue backdrop illustrated with Copenhagen landmarks and birds, reading "Copenhagen Five Guys GM Conference."