Five Guys Burgers and Fries opened its new location at Rosebrook Place, near Cranberry Highway, on Monday, at 11 a.m. sharp.

Director of Operations Don Johnson said he could not estimate how many people had come into the restaurant opening day, but said there had been a fairly steady trickle.

“As far as we know, for a first-day opening, went well,” Johnson said. “We just turn on our ‘open’ sign. That’s all the advertising we do.”

Johnson said the location was the ninth of 12 the company planned to build around Massachusetts. However, the company has no plans to expand outside Massachusetts.

“Our franchise doesn’t allow us to go out of state,” Johnson said. “You buy a franchise, you buy a territory.”

The 8,000 square-foot building the new eatery occupies is owned by A.D. Makepeace, the world’s largest cranberry grower and owner of Rosebrook Place.