Tuesday, March 7, 2017

Shake Shack hands out 90,000 free burgers via new app

Timing is everything. Well, location can be just as important, too.

Take the case of Shake Shack Inc.'s recent promotional gimmick of free food. The small chain introduced a mobile app in January, and offered free burgers to get people to use it. To date, the app has been downloaded 200,000 times, and Shake Shack gave gaway 90,000 burgers, or 6% percent of total orders, before the offer ended.

Unfortunately for people living in the Greater Capital Region, the only Shake Shack in the area is a seasonal one that has operated for several years at the Saratoga Race Track. But, who knows, that could change as the company's expansion program continues. It is expected to add about two dozen new locations this year although it is keeping the list of venues under wraps for now.

As to the big giveaway, “That’s a huge number coming out of nowhere,” Shake Shack CEO Randy Garutti said. Excluding the free burgers, Shake Shack executives said mobile orders have been 15% larger than other orders so far and that a quarter of app users have made repeat visits. But, the availability of the app also has tended to slow the filling of orders at some locations.

“This is not a surprise to us, especially during this free burger promo," Garutti said. "We’ve experienced many days when we’ve given out over 5,000 free burgers,” so the company is working on upgraded service procedures.
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