GlobalData
2 min read
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US-based fast-casual restaurant chain Shake Shack is set to enhance customer engagement through its first loyalty programme and exclusive app offers.
From 28 May 2025, the chain introduced a $1 soda offer for app users, described as a "Shake Hack" with more to follow.
The initiative, aimed at driving traffic and building loyalty, will be complemented by the launch of a loyalty feature called "Challenges" on 5 June, accessible via Shake Shack's app and website.
Bloomberg reports that the decision follows a successful earlier trial, which indicated that such loyalty offerings could significantly increase customer visit frequency.
Shake Shack chief growth officer Steph So described the strategy as intended to encourage repeat visits and incentivise app downloads and sustained usage.
The soda deal will not only draw customers in but also prompt them to purchase additional items, such as milkshakes, potentially leading to larger transactions and increased overall profits.
Under the leadership of CEO Rob Lynch, Shake Shack plans to grow from 333 company-operated US locations to 1,500.
The chain opened a record 76 restaurants in the fiscal year 2024, with 43 company-operated, and is targeting suburban areas for further development, including more drive-throughs. Shake Shack plans to open 80 to 85 new company-operated restaurants in the second half of 2025.
The brand reported first-quarter revenues of $320.9m for 2024, a 10.5% increase year-on-year, with comparable sales slightly up by 0.2%.
In a 1 May 2025 shareholder letter, the company stated: “Despite macro uncertainties, we remain focused on creating durable value for all our stakeholders through initiatives to drive same-Shack sales, including strengthening our culinary and calendar strategy and driving frequency,”
In a recent move to broaden its reach, Shake Shack has entered a licensing partnership with PENN Entertainment, bringing the Shake Shack burger brand to ten of PENN's casino locations across the US.
"Shake Shack to introduce first loyalty programme" was originally created and published by Verdict Food Service, a GlobalData owned brand.
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