From preliminary outreach to launch, all the course of took about eight weeks, based on Clark.
The fast-casual chain even partnered with a streamer from Twitch, a preferred platform for avid gamers to host reside movies with participation from largely youthful audiences. Avid Sims participant “KelseyDangerous” hosted a two-hour sponsored livestream final week, the place she demonstrated the mod to a whole lot of reside viewers and gave just a few individuals $10 off their subsequent Shake Shack order in a giveaway.
Since then, the video has garnered greater than 7,000 views, and Clark estimates the marketing campaign has resulted in 300,000 individuals in potential attain—“which continues to climb,” she says. Plus, 1000’s of individuals have downloaded the Shack mod off BeansBuilds’ and Insimnia’s Tumblrs.
KelseyDangerous revealed through the steam that BeansBuilds, one of many mod creators, designed the restaurant’s drive-thru function within the recreation after one of many model’s first drive-thru places in Chesterfield, Missouri.
“Our purpose was to succeed in new audiences whereas educating round our model and our values in an immersive, partaking manner,” Clark says.
This isn’t the primary time Shake Shack has partnered with a preferred on-line content material creator. Earlier this month, Shake Shack spiced up its traditional menu objects with elements from First We Feast’s viral YouTube sequence, Sizzling Ones.
And earlier this 12 months, the model grew to become one of many first firms to supply Bitcoin as a reward to clients for Shake Shack purchases made by Money App, based on Clark. “We noticed the check as an awesome alternative to succeed in Money App’s youthful consumer base,” she provides.
Shake Shack ranked No. 19 on QSR’s 25 Quickest-Rising Quick-Meals Chains in America, with greater than 240 places and $777 million in U.S. systemwide gross sales in 2021. The corporate opened 38 new eating places final 12 months and goals so as to add 45 to 50 new places in 2022. Whereas Shake Shack doesn’t supply franchising at the moment, some Shacks are operated through licensed agreements.
Movie star chef Danny Meyer—founder and government chairman of Union Sq. Hospitality Group—began Shake Shack as a small sizzling canine kiosk in 2001 in an effort to revitalize New York Metropolis’s Madison Sq. Park. The model issued an preliminary public providing in early 2015 (NYSE: SHAK) with a inventory value of $21, which hovered round $46 on Thursday.