East Coast's favorite burger chain rolls out its first loyalty scheme as it ramps up bid to take on McDonald's
The gourmet fast food chain will offer app users $1 sodas starting Wednesday.
Customers will be able to unlock discounts by ordering online or through the app starting on June 5.
The discounts will depend on buying a burger or BBQ sandwich, the chain's specialist items, at least twice within a specified time period.
'We've actually never at Shake Shack proposed to our guests how often we think they should come visit,' Shake Shack's chief growth officer Steph So told Bloomberg about the new offers.
'There's almost a sense that Shake Shack is a special thing and it's saved for special occasions.'
The New York-based chain has around 300 locations in the US, mostly around the East Coast - but is looking to expand.
Loyalty programs help restaurants to increase visit frequency and are increasingly a draw for consumers who are pulling back their spending on eating amid economic uncertainty.
The goal of the offers is not just to keep visitors returning more than they normally would, but also to encourage them to download the app and keep using it, So told Bloomberg.
Shake Shack also hopes the value of the soda deal, which offers small and large sodas for just $1, will encourage consumers to buy another drink with their meal, such a milkshake.
This could lead to bigger transactions and therefore increase profits overall.
Shake Shack's CEO Rob Lynch has set his sights on growing the chain from around 333 company-operated US locations to 1,500.
'We believe that we are just getting started, and see an ample runway for growth ahead,' Lynch said earlier this year.
'We are committed to bringing the world's best fine casual experience to as many guests, team members, and communities as possible,' he added.
Shake Shack opened 76 restaurants during the 2024 fiscal year, 43 of which were company-operated, a record high for the company.
The chain plans to target suburban areas with more drive-thrus.
Shake Shack's CEO Rob Lynch has set his sights on growing the chain
Shake Shack opened 76 restaurants during the 2024 fiscal year
Shake Shack confirmed that it plans to open 80 to 85 new company-operated restaurants later this year.
Shake Shack delivered strong earnings last year, but saw its profits dip in the first quarter of 2025.
Bad weather and the economic turbulence of Trump's tariffs put customers off.
However sales appear to have rebounded in recent weeks, according to credit card data tracked by Bloomberg.
It comes after the company announced it would partner with Delta Air Lines to serve burgers to first-class passengers.
The sandwich included an angus beef patty, topped with cheese and served on a toasted potato bun.
Passengers can also customize their orders with tomatoes, lettuce, and sauce, and also receive a side salad, chips, and a brownie.
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