Franchising

Shake Shack names brand chief, plans Hawaii expansion

Photo: Shake Shack

September 22, 2025

Shake Shack Inc. announced two major moves this month as it prepares for its next phase of growth: the appointment of Michael Fanuele as its first chief brand officer and plans to open its first Hawaii location in 2027.

Fanuele, who began his role Sept. 15, will oversee advertising, paid media and insights and analytics. He joins the company's leadership team after serving as a consultant for Shake Shack earlier this year, where he played a role in brand positioning and the selection of a new creative agency. He reports to CEO Rob Lynch.

"With Michael stepping in as our new Chief Brand Officer, we're excited to take this next step in evolving our marketing model," Lynch said in a company press release. "His creativity, experience and leadership will help us continue building demand for our culinary innovation, optimizing our media investments and strengthening the Shake Shack brand for years to come."

Fanuele is a veteran strategist who has held senior roles at Fallon, Havas and General Mills, and most recently founded Lab of Creative Commerce.

The company also announced its debut in Hawaii through a partnership with Union MAK Corp., a Honolulu-based hospitality and retail operator. The first Shack is scheduled to open on Oahu in 2027 and will feature locally inspired menu items and artwork.

"Bringing Shake Shack to Oahu is more than a tremendous milestone — it's a heartfelt opportunity to become part of a place where hospitality is a way of life, Michael Kark, Shake Shack's president of global licensing, said in the release.

Shake Shack has more than 625 locations worldwide, including over 400 in the United States.