Executive Summary For Shake Shack

Shake Shack is a “roadside” burger restaurant chain that began as a hot dog cart in New York City’s Madison Square Park in 2001. Initially started by Danny Meyer to help rejuvenate the park, the overwhelming popularity led to the opening of a kiosk in the park followed by the first mortar and brick location. The restaurants are known for hamburgers and chicken in addition to hot dogs, along with fries, shakes, frozen custard, and premium beverages along with branded merchandise. The continued success and cult-like following led to the company going public in 2015. The company is headquartered in New York City’s Manhattan borough and as of December 31, 2016 has 114 locations in 16 states and 13 countries. Most of its U.S. locations are company owned with only 7 licensed. All 43 international locations are franchises. The internet address is: https://www.shakeshack.com. I selected this particular company because it is entering northern California as a …show more content…
Shake Shack’s strategy is to provide its customers with an unique experience that combines casual dining with fast service which is differentiated by premium ingredients, boundless hospitality, and community building. The company wants to be a culinary leader and serves only fresh, natural meats, from animals humanely raised and fed vegetarian diets. “Enlightened hospitality” is practiced beginning with the company. Shake Shack is generous with above average pay for their staff believing that by taking care of them the employees will take care of the customers. The staff are encouraged to do whatever it takes to enhance the customers experience including giving away free food. The company is also rooted in its community encouraging employees to volunteer time as well as by having each restaurant adopt a local charity to monetarily