As soon as a model smooths out these kinks, the advertising group should decide up the mantle, Chatterjee mentioned. It leaves Shake Shack’s entrepreneurs with an necessary job: Creating messaging that conveys the meals is value ready for.
Whereas different QSR eating places, like Wendy’s, depend on boundary-pushing advertising and social media methods to generate model loyalty, Shake Shack’s taken a distinct tactic.
Simply final 12 months it named the artistic company Preacher its first lead artistic company and launched its first model marketing campaign. Nonetheless, it eschews nationwide promoting in favor of a paid digital promoting campaigns on Instagram, Twitter, Fb and TikTok. Customers are unlikely to see Shake Shack commercials, splashy billboards or digital banner advertisements. The advertising technique has thus far complemented the model’s caché and exclusivity.
Delivering a brand new expertise
Because the model finalized the drive-thru technique, there could also be alternatives for it so as to add to, somewhat than detract from, the shopper expertise. Livingston and his staff determined to begin with the drive-thru design, incorporating canopies above the drive-thru that resemble the cover above Shake Shack’s Madison Sq. Park kiosk.
“It’s obtained Edison lights beneath the cover that mimic the streamlined expertise that you’d have at Madison Sq. Park, or a whole lot of our patios,” the CMO mentioned. “That’s the primary touchpoint you will have within the drive-thru that tells you this feels somewhat bit completely different.”
The advertising staff’s experimented with different methods: For one, integrating the model’s cell app with the drive-thru expertise, in order that prospects can order forward by way of the app and acquire their meals with out ever leaving their automobile. The staff additionally discovered that highlighting sure menu objects on a digital promotions board truly proved efficient and led drive-thru prospects to order extra of the promoted objects.
