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 essential 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 special 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. Shoppers are unlikely to see Shake Shack commercials, splashy billboards or digital banner advertisements. The advertising technique has to date 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, quite than detract from, the client expertise. Livingston and his workforce 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 bought Edison lights beneath the cover that mimic the streamlined expertise that you’d have at Madison Sq. Park, or lots of our patios,” the CMO mentioned. “That’s the primary touchpoint you have got within the drive-thru that tells you this feels a little bit bit totally different.”
The advertising workforce’s experimented with different methods: For one, integrating the model’s cellular app with the drive-thru expertise, in order that prospects can order forward by way of the app and accumulate their meals with out ever leaving their automobile. The workforce additionally discovered that highlighting sure menu gadgets on a digital promotions board really proved efficient and led drive-thru prospects to order extra of the promoted gadgets.
