Transforming How Shake Shack Delivers Hospitality
An end-to-end digital ecosystem that drives higher customer satisfaction and revenue.
Shake Shack has quickly become one of the most recognisable brands in the fast casual space. Since 2016, we’ve partnered with Shake Shack's IT, marketing and operations teams to launch and optimise an entire ecosystem of digital products that elevate the customer experience while increasing revenue.
A Holistic Approach to Digital Innovation
The guiding principle behind Shake Shack is "enlightened hospitality," and it was crucial that their digital channels reflect that ethos. But to truly deliver excellence, we had to continuously improve their digital experiences while assuring that the in-store experience and operations evolved in tandem. As we built and expanded their ecosystem to include award-winning native mobile apps, in-store kiosks, and a responsive ordering website atop our custom middleware built for a curated set of implementation partners, we executed a track of work dedicated to in-store innovation, aimed at enhancing the guest experience and back-of-house efficiency in-Shack.
The App
Focusing on the intersection of digital and physical touch points, we identified key points of friction in the in-store experience, ideated solutions, and rolled out new features and tools. The results have extended Shake Shack's best-in-class reputation from the kitchen to your smartphone and on to Wall Street. Our Shake Shack app is a fun and easy way for customers to order ahead and skip the line. The personalised ordering experience also provides a platform for targeted brand engagement and promotion opportunities.
Delightful Design System
We created a playful yet elegant design system to drive consistency across all of Shake Shack’s digital channels, identifying reusable components that would scale as the digital experience evolved.
Bespoke Middleware
Our custom infrastructure facilitates seamless experiences from a complex constellation of backend systems while preventing vendor lock-in.
Optimised Upsell
Using A/B testing, we explored multiple iterations of our upsell system, testing both the business logic and the interface to arrive at the most impactful version of the feature.
- 10-15% higher average order size across all digital channels.
- Best in Show at the 2019 W3 Awards.
- 4.8 App Store rating with 58.8k reviews.
About Shake Shack
Founded by fine dining maven Danny Meyer, Shake Shack is is an American QSR chain based in New York City. It started out as a hot dog cart in 2001 across the street from one of Mr. Meyer's Michelin-starred restaurants, expanding its menu to include its much-loved hamburgers, fries and its namesake milkshakes in 2004. Since its founding, it has been one of the fastest-growing food chains, and currently operates over 250 locations globally.
The Partnership
Delivering Better Customer Experiences Continuously at Scale
We collaborate with Shake Shack’s employees and operations teams to create tools that leverage customer data for better real-time support, leading to higher customer satisfaction. Working closely with Shake Shack, we continue to find new ways to make great things possible with their existing tech—with a current focus on improving the web order-ahead experience.
"We're making it more convenient than ever and ultimately using technology to build upon the spirit of hospitality that is core to our company."
