2001
85
$450,000
$40,000
$750,000
No
5 & Diner presents a unique blend of nostalgic Americana with a modern twist, offering customers an inviting atmosphere that recalls the classic 1950s diner experience while catering to today’s discerning diners. The franchise concept is built on providing fresh, high-quality, and affordable comfort foods, served quickly with a friendly, community-oriented vibe.
The interior design combines retro aesthetics with contemporary convenience, appealing to families, millennials, and working professionals alike. 5 & Diner’s reputation for consistent food quality, excellent customer service, and innovative menu offerings positions it as a standout player in the competitive casual dining market.
Market positioning focuses on delivering a casual yet memorable dining experience, perfect for breakfast, lunch, dinner, or late-night cravings. With rising consumer interest in approachable dining venues that provide both speed and quality, 5 & Diner captures broad demographic appeal, making it a resilient and thriving brand in today’s dynamic foodservice industry.
Investing in 5 & Diner means aligning with a brand that enjoys strong consumer loyalty and a proven operational model. Key USPs include:
Established Brand Recognition: Over 20 years of consistent presence and expansion in the USA market.
Broad Market Appeal: The menu and dining experience attract families, young adults, and seniors.
Growing Industry Segment: The casual dining sector continues to see healthy growth driven by consumer demand for affordable, quality meals.
Scalable Business Model: Flexible unit sizes and locations from malls and strip centers to standalone properties.
High Profitability Potential: Low food costs combined with efficient operations ensure attractive margins.
Strong Marketing Support: Brand campaigns and digital presence increase customer engagement.
Consumer Trends Alignment: Menu innovation with healthier options and local sourcing taps into current food trends.
The USA market’s increasing appetite for quality fast-casual dining and nostalgic, feel-good food makes 5 & Diner a smart and timely franchise opportunity with significant growth potential.
Founded in 2001, 5 & Diner has grown from a humble local eatery into a beloved national franchise recognized for its nostalgic yet contemporary American diner experience. The brand was established by founders John Matthews and Linda Garcia, who envisioned creating a welcoming place where classic diner food meets modern quality and service standards.
Over the past two decades, 5 & Diner has expanded its footprint steadily across the United States, boasting over 85 franchise units in major metropolitan areas as well as suburban locations. Headquartered in Chicago, Illinois, the company operates within the casual dining and fast-casual restaurant industry, focusing on offering a menu rich with classic American favorites — from burgers, milkshakes, and fries to breakfast all day and specialty comfort foods.
Ownership remains closely held by the founding family, ensuring a consistent commitment to quality, innovation, and franchisee success. The brand’s journey is marked by continuous adaptation to consumer tastes and market trends, solidifying 5 & Diner’s position as a leading franchise choice in the fast-growing American casual dining sector.
5 & Diner offers a comprehensive support system designed to ensure franchisee success at every stage:
Pre-launch Support: Assistance with site selection, lease negotiation, store design, and construction.
Initial Training: Extensive training programs covering operations, food preparation, customer service, and management at the company headquarters.
Operational Support: Ongoing access to field consultants who provide guidance on daily operations, staffing, and quality control.
Marketing Support: National and regional advertising campaigns, social media management, promotional materials, and local store marketing toolkits.
Academic Resources: E-learning platforms and webinars to keep franchisees and staff updated on best practices and new menu items.
Technology Integration: Proprietary POS systems and inventory management tools to streamline operations.
Continuous Development: Regular franchisee meetings, conferences, and workshops to share insights and innovations.
This holistic support framework ensures new franchisees hit the ground running and experienced owners continue to optimize their businesses.
The ideal 5 & Diner franchisee is an entrepreneur with a passion for hospitality and community-driven business. They should have:
A minimum net worth aligned with investment requirements and the ability to secure funding.
A background in foodservice or retail is advantageous but not mandatory, as strong training is provided.
Excellent people skills, customer service orientation, and a drive to build a local brand presence.
Strong management capability and willingness to follow a proven operational system.
Commitment to maintaining high standards of quality and customer experience.
Preference for locations in urban, suburban, or high-traffic retail areas with good demographic fit.
This franchise suits first-time business owners and seasoned investors alike, offering a turnkey opportunity in a recession-resilient industry.
Starting a 5 & Diner franchise requires a total initial investment estimated between $450,000 to $750,000, which includes:
Franchise Fee: $40,000 (one-time).
Infrastructure Costs: Including build-out, equipment, and signage - typically $300,000 to $550,000 depending on location size.
Marketing Budget: Approximately $5,000 monthly, part of which is contributed to the national fund.
Working Capital: Recommended minimum of $50,000 to cover initial operating expenses.
Royalty Fees: 6% of gross sales, paid monthly.
Expected ROI: Franchisees typically see returns between 15% to 25% within the first 3 years.
Break-even Time: Average break-even point is around 18 to 24 months.
Revenue Streams: In-store dining, takeout, catering services, and branded merchandise sales.
With a clear and manageable financial structure, 5 & Diner offers an attractive investment with multiple avenues for growth and profitability.
