Shake Shack began as a hot dog cart in Madison Square Park in 2001. It now has many restaurants all over the world, and the company keeps adding new ones so that everyone can enjoy its mouthwatering burgers and crinkle-cut fries. It’s interesting to note how little advertising Shake Shack uses to achieve success. According to Charles Frankievich, the director of consumer insights and analytics at Shake Shack, the restaurant’s expansion is driven mostly by word of mouth.
Building a Cult-like Following
The restaurant has a cult-like following because of how it treats its customers. This is mostly because of the quality of its food, open kitchens, bright seating areas that look like parks, and friendly staff. Shake Shack puts a lot of effort into investing in these things, and this has helped to drive word of mouth, as customers share their positive experiences with others.
A fine dining background
Danny Meyers, a restaurant owner who used to run a high-end restaurant called Eleven Madison Park, opened Shake Shack. Because of his background, Shake Shack does not advertise with big billboards, but relies on reviews and recommendations from friends and family. The business approaches itself as an integral part of the fine dining industry, and this permeates every aspect of what they do, enabling them to maintain consistency around the world and garner positive feedback wherever they are.
Leading by Gut-feel
Shake Shack’s success comes from its leadership style, which is based on data, and its consistent, high-quality global strategy. While Shake Shack is fun and unique, it is also essential that they deliver a one-of-a-kind experience that sets them apart from other fast-food chains. Frankievich notes that the brand’s managers and operators have been with Shake Shack since the early stages of the brand and understand the DNA of the brand. They are able to look at things with their intuition, and this gut-led innovation is what has allowed Shake Shack to create a brand that stands out.
Being a guest first
Frankievich believes that the key to building a strong intuition lies in first being a guest. By understanding and experiencing the brand, one can separate what they know from what they are feeling, which is essential for the brand’s success. It’s hard to get the same feeling from data alone, so it’s important to back up decisions with information from personal experience.
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Shake Shack is successful because it gives each customer a unique and one-of-a-kind experience. While many fast-food chains rely heavily on advertising, Shake Shack has been able to expand through word of mouth. By leading with gut-feel and data, the brand has been able to create a unique space in the fast-food industry, and by ensuring that all employees have firsthand experience with the brand, they can deliver a consistent and high-quality experience no matter where they are in the world.
