Technology

Shake Shack on the digital track

Provided

December 16, 2020

Shake Shack is testing delivery in Miami through its app via an exclusive partnership with Uber Eats. The pilot program is the first time Shake Shack has offered delivery directly through the Shack app, and customers may also use it to track thier orders in real-time. Shake Shack plans to eventually expand nationwide early next year.

"With an influx of new and returning guests to our digital channels this year, we've accelerated our digital investment," Shake Shack CEO Randy Garutti said in an email to FastCasual. "Delivery through the Shack app represents the latest innovation from Shake Shack, and is reflective of our increasing focus on convenience across the broader Shake Shack experience."

Getting on the digital track

Although the chain had been focusing more on digital prior to the pandemic, it accelerated that investment and growth in response to COVID-19. The pilot program, for example, is the latest addition to Shack Track, Shake Shack's digital pre-ordering and fulfillment experience that allows guests to pre-order through the app or web and get their food via walk-up windows, drive-up windows, curbside pick-up or via in-Shack pickup shelves. The chain has accelerated its digital investment in response to the pandemic with digital sales making up 60% of total Shack sales in the third quarter and Shake Shack's own channels (Shack app and web) tripling YoY.

"Beginning early March 2020, we've acquired and engaged over 800,000 first-time purchasers via app and web channels ending in Q2; nearly four times higher than the same period last year," a Shake Shack spokesperson said in an email to FastCasual. "By the end of Q3, that number rose to 1.4 million new purchasers on digital channels. Additionally, we've seen strong adoption rates for Shack Track, and specifically curbside pick-up — guest feedback has been really encouraging."

Although customers may only order delivery through the Shack app via Uber Eats, the chain works with a variety of other third-party vendors to fill delivery orders that don't come from the app.