Staying True While Scaling

CHALLENGE

As Shake Shack grew from a cult favorite into a global brand, the question became: How do you grow everywhere without becoming generic anywhere? For longtime fans, the brand’s roots—in hospitality, fine dining, and New York culture—were baked in. For new audiences, especially in markets far from NYC, those signals couldn’t be assumed.

Conviction

Shake Shack has always believed that how you make food matters as much as the food itself.

Real cooking.
Thoughtful sourcing.
Rewarding workplace.
Hospitality that treats every guest like they matter.

Focusing on those fundamentals—and expressing them clearly—that special feel wouldn’t get smaller as the brand grew. It would get more accessible.

Approach

For more than seven years, we’ve helped Shake Shack translate its values into earned storytelling that works at scale—without sanding off the edges that made the brand distinctive in the first place.

Making Craft Visible

Shake Shack’s food has always been made with care—but scale can hide the process. We helped bring the making back into the story by elevating menu launches as moments of craftsmanship, spotlighting the people behind the food, and reinforcing that simplicity, done well, is a feature—not a shortcut.

I Tried Shake Shack’s New French Onion Burger & It's Even Better Than You'd Expect

Shake Shack Debuts Its First-Ever New Side Dish: Fried Pickles

I Ate Everything on Shake Shack’s New Menu, And There’s One Hot Dog You Have to Try

The Economics of Everyday Things Podcast

Shake Shack’s John Karangis On How The Brand Maintains Consistency at Scale

Cultural Relevance,
Without Gimmicks

As Shake Shack grew, we helped them to show up in moments that felt human and aligned with cultural moments. Like turning post-COVID holiday travel frustration into free fries, leaning into big moments in sports without a sponsorship, and the occasional tasteful, friendly dig at the competition. 

Shake Shack Giving Away Free Fries to Travelers Who Experience Canceled or Delayed Flights

 Shake Shack Offers Free Chicken Sandwiches on Football Sundays

Shake Shack Debuts A VIP Sit Down Experience, The Truffle Table

This Dessert Was So Trendy, Shake Shack Only Made 25 a Day — and Now It’s Going Nationwide

Shake Shack launched the massive Big Shack burger and the Internet has gone crazy over it

Leadership With a Point of View

As Shake Shack matured, the story shifted from a founder-led brand to a leadership team building the next chapter. We helped elevate executives as clear operators and cultural stewards—translating values into strategy, giving leaders a voice beyond the kitchen, and reinforcing that the brand’s consistency comes from disciplined, people-first leadership.

Chief Future Officer - Shake Shack’s Chief Financial Officer Katie Fogertey

Fast Casual Nation Podcast

 Andrew McCaughan on Shake Shack's Bold Expansion: Formats, Tech, and Global Growth

Shake Shack founding CEO Randy Garutti’s last interview before retiring

The Real-Life Diet of Shake Shack’s Executive Chef, Who Taste-Tests Burgers Between Marathons

Restaurant Influencers Podcast

She Believed Digital Could Feel Human — Now Shake Shack Proves It Daily

Related Work

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