This document provides an analysis of Shake Shack, a fast casual dining chain known for burgers and frozen custard. It summarizes Shake Shack's history and growth, positioning as a healthier fast food option focused on quality ingredients. Social media listening revealed customers want more locations, a flexible menu with vegetarian options. Competitors are also promoting premium burgers and healthier choices. The recommendations include leveraging the mobile app and "Shack Cam" to share customer experiences, expanding the menu with secret items and alternative proteins, and repositioning to focus on family and social connections over American comfort food.

1. Insights & Opportunity Analysis
Lydia, Rachel, Chevara, Christian & Blake
31 March 2015

2. AGENDA
• Current Situation
• Approach
• Social Media Listening Tools
• Competitor Analysis
• Key Insights
• Recommendations

3. 2000 - 2003
Seasonal hot dog cart in Madison Square Park
2004
Restaurateur Danny Meyer wins bid to open
permanent kiosk & expands menu
2015
Went public | $1.6 billion brand
63 locations around the world
Bottom Line: “An Incredible Accident”
THE STORY

4. Differentiators
● Fast-Casual Dining experience with a focus on natural, higher quality
ingredients that are not frozen and/or processed.
● Serves assortment of options including burgers, hot dogs, frozen custard,
shakes, beer, and wine.
● Focus is on better ingredients, hospitality, and the dining experience.
Target Audience
• Health Conscious Consumers
• Experience Oriented Diners
• Fast-Food Defectors
POSITIONING

5. AGENDA
• Current Situation
• Approach
• Social Media Listening Tools
• Competitor Analysis
• Key Insights
• Recommendations

6. Competition
Brand
Category
Competition
Key
insights
that
connect
to the
heart of
the
consumer
Consumer
APPROACH
Consumer

7. AGENDA
• Current Situation
• Approach
• Social Media Listening Tools
• Competitor Analysis
• Key Insights
• Recommendations

8. LISTENING TOOLS

9. KEYWORD BREAKDOWN
BRAND COMPETITORS CATEGORY
Shake Shack
ShackBurger
Frozen Custard
ShackMeister
USHG
Madison Sq Park
Five Guys
Lucky’s Famous Burgers
In-n-Out
Smashburger
Chipotle
Panera
Fast food
Fast casual dining
Burgers
Burgers west coast
Fast food chains
Hamburgers
Fries
Milkshakes
Healthy fast food
Fast food NYC
Shake Shack Burger

10. New/secret menu
BRAND HIGHLIGHTS
Media Mention
• Most consumers love this brand and crave for more locations
• Burgers and French fries are most mentioned Shake Shack products
• Major public media more focused on the IPO and first quarter revenues

11. COMPETITOR HIGHLIGHTS
• Five Guys mentioned the most above, Shake Shack, Smashburger and
In-n-Out
• These days the hungry consumers have other restaurants to choose
from, many of whom have built on Shake Shack’s comfort food formula
or, in some cases, gone in a whole new, wholly delicious direction.
Google Trends Upscale Burger Chains Imitations

12. • Customers are craving more locations/stores of Shake Shack
• People want a more flexible menu
• Vegetarian choices are unmet needs
• Competitors are heading to a healthy and wholly delicious direction
to compete
• Long history and more locations are advantages of main
competitors (Five Guys, in-N-out and Smashburger) – they can
leverage culture because they are established
• Some restaurants are heading to promote premium burgers as a
cuisine not just fast food
KEY LEARNINGS (BRAND & COMPETITOR)

13. CATEGORY HIGHLIGHTS
FAST FOOD NYC
FAST FOOD FAST CASUAL DINING
SHAKE SHACK BURGERHEALTHY FAST FOOD
BURGERS EAST COAST

14. ● Customers want healthier food choices (ex: salad, juice)
○ Verbatim: “They claim to be organic and healthy, but their
burgers are too greasy.”
● Shake Shack is more about fast casual dining experiences, offering
customers to spend time with their friends, families, or dates - enjoy
the experience, and view as a trendy restaurant
● New flavors or secret menus create BUZZ!
KEY LEARNINGS

15. AGENDA
• Current Situation
• Approach
• Social Media Listening Tools
• Competitor Analysis
• Key Insight
• Recommendations

16. LOCATIONS AVG. CHECK $
63 $14.50
1000 $14
3 $11
300 $13
300 $7.20
1700 $11.50
1800 $5
COMPETITION BY THE NUMBERS

17. Modern,
Roadside
Burger
Homemade,
Simple menu
Classic,
Limited Menu
Retro,
Reinventive,
Secret Menu
They all offer burgers, fries, shakes
Focuses on innovative burgers + flavors
“Better Burger”
BRAND PERSONALITIES

18. All have really strong Word-of-Mouth and loyal customers
TV commercials
Curates great content
Rewards program
KEY MARKETING TACTICS

19. POSITIONING
What we do
(products& services)
How we do it
(skills & expertise)
Why we do it
(purpose & values)
Functional
High
presence
Small
presence
?

20. SWOT
STRENGTHS WEAKNESSES
• Well known/Awareness
• Quality products
• Appealing and modern look and feel
(packaging and identity)
• Trailblazers in fine casual dining
within the burger industry
• Green & community oriented
• Fast food associations are negative
• Quality control/consistency
• Consumer price complaints
• Queuing (too long) and seating
issues (too little)
OPPORTUNITIES THREATS
• Healthier offerings
• Leverage social media/WOM
(earned content growth)
• Bicoastal rivalry with In-n-Out
(Recently expanded to Florida)
• Fast casual and health fast food
focused competition growing
• Commodities pricing increase leads
to consumer paying the price

21. AGENDA
• Current Situation
• Approach
• Social Media Listening Tools
• Competitor Analysis
• Key Insights
• Recommendations

22. KEY INSIGHTS (THEMES)
• “Better burger movement”
o Premiumization (ingreident/presentation/special offers)
o Emphasize their locally sourced products
• “Less about food, more about experiences”
o In-store– design/layout
o Engaging activities – mobile app
o Hospitality (be part of the Shake Shack experience)
• “Modern Munching”
o Food alternatives – chia seeds, quinoa etc.
• “Diet Dilemma”
o Health trend
o Shakes to Smoothies

23. AGENDA
• Current Situation
• Approach
• Social Media Listening Tools
• Competitor Analysis
• Key Insights
• Recommendations

24. RECOMMENDATIONS
1. Shake Shack Stories
– Leverage the Shack Cam
– Mobile app
– Encourage in App and online video/image based postings with
incentives
– Live stream on website
– Currently only camera at Madison Square Park – need for
expansion
video:
http://www.youtube.com/watch?
v=nRSKpJtec_w

25. RECOMMENDATIONS
2. Menu
• New flavours and secret menus available through the
mobile app
• Streamline ordering process via app (customization –
make your own burger)
• Develop vegetarian and alternative protein choices

26. RECOMMENDATIONS
3. Reposition
• Not just about healthy ingredients – potentially position
as something geared towards family and friends
coming together and connecting over a meal
• ‘Together Again’/’Perfect Combination’ concept –
creating meaningful connections through a traditional
American comfort food dining experience

27. RECOMMENDATIONS
4. A culture of consciousness (health focus)
• Not only developing the menu, but an all-round focus on
the benefits of certain offerings
• E.g. Post work out meals, calorie counting options
• Personalization and customization of meals can be
encouraged

28. Thank you