Shake Shack Debuts Mobile Order App

by Raymond Pucci 0

Another day—another merchant mobile app. This one is from Shake Shack, the go-to place for many higher-end burger aficionados. According to the following article, Shack App has launched in New York City at their Midtown East burger joint.

Shake Shack announced the launch of its first mobile ordering Shack App for iOS. Starting Monday at the Midtown East Shack (600 3rd Ave, New York), guests can order a ShackBurger, crinkle cut fries and frozen custard—all from their phone. This is a single Shack market test and no timeline has been established for future Shacks to launch the app.

“The Shack App marks a new era for Shake Shack. In creating our first-ever app, we took great care to develop a mobile ordering platform that maintains the high quality our guests have come to know and love, but now just a tap away,” says Randy Garutti, CEO of Shake Shack. “We’re meeting people where they are and giving our guests a whole new way to experience Shake Shack. We’ve got a lot to learn, and we intend to take our time listening to our guests and tweaking the app before launching it in additional markets.”

Elevating the in-Shack guest experience led how the app was developed, resulting in shorter pick up times and convenient mobile ordering. Guests at the Midtown East Shack can now order Shake Shack when they want it and right from their phone. With the new Shack App, guests can pick their food, choose an available pickup time and it will be cooked-to-order and timed to their arrival. All pickup times are in 15-minute increments.

The Shack App includes all of the mobile ordering essentials: guests can find Shacks via a location finder; pick from their favorite orders; keep track of food allergies; access nutritional information; see the latest events and promos; connect to all Shake Shack social media channels and share feedback. What’s more? At any time, guests can view the live Shack Cam at the O.G. Shack in New York City’s Madison Square Park.

Starting today, fans are invited to download the Shack App and place orders at the Midtown East Shack. The Shack App was created in collaboration with several key partners including mobile product agency Fuzz, mobile ordering platform Olo, guest engagement platform Paytronix and digital experience testing services from Applause. An Android version of the app is in development.

Noticeable by its absence in the Shack App features is any mention of a payment function. Successful mobile apps, such as Starbucks, offer an integrated customer solution including mobile ordering, loyalty programs, and payment capabilities. Restaurants with integrated mobile apps experience increased customer engagement, as well as enhanced staff productivity. Shake Shack will find out soon enough if its Shack App rates as high as its burgers and frozen custard.

Overview by Raymond Pucci, Associate Director, Research Service at Mercator Advisory Group

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