Five Guys when they opened their first spot around here was doing any burger all you can eat $1 a person - and ran out of supplies by something like 2pm EST and had to shut down for the day besides selling fries (at $0.50 a large to go with the cheap theme) - as a day one promo.
So I don't imagine they served that many people, with tons being turned away - last I checked that spot is still going super strong and the chain is doing gangbusters with everyone loving them and giving huge kudos to the CEOs of the chain.
Perhaps lower management felt a sting for it, not sure - but the big dogs didn't even take a hit for it. Hell, it might have been a regional or store manager idea to get the word out the first time. (Although IIRC one of the CEOs was actually working there for Day One...)