Oh, I'm sure that Big League knows
exactly what they're doing. They are taking a bit of a risk though in copying Five Guys so closely.
There
are differences between the two restaurants, but they are subtle (sports theme and wings on the menu for example) and if Five Guys wanted to, they could probably make things difficult for Big League. I don't really know if Big League is really at risk though, because they are not actually claiming to be Five Guys and their logo is entirely different from Five Guys.
I would assume that as long as Big League sticks to the Moncton market, they will likely be able to get away with what they are doing. If however they decide to franchise their concept and establish a region wide presence, then Five Guys might have more of an issue with what they're doing…….