Daily Insights

The Shake Shack Show

By: Mackenzie Baker | May 19, 2020

While Shake Shack dining rooms remain closed across the country, the brand’s new cooking series can help fans recreate the restaurant experience from their kitchens. 

To keep fans well fed and entertained during the Coronavirus pandemic, Shake Shack, which began as a hot dog cart in Madison Square Park, has expanded its empire once again with a cooking show teaching diners how to make their favorite menu items at home. “Shake Shack at Your Shack” will run on the brand’s Twitter, Instagram, and Facebook pages with weekly cooking lessons hosted by the brand’s culinary director and executive chef. Fans get an inside look at how to make everything from Shake Shack’s signature cheese sauce to its classic crinkle-cut fries without ever leaving their screens. Running the show on social media could strengthen the brand’s virtual community through increased organic traction, according to a Gartner report on the topic. 

The Coronavirus pandemic has prompted consumers across the nation to call upon their inner chefs, with 38% ordering less takeout and delivery. Designed with those wanting to hone their at-home cooking skills, the series could help viewers adapt to these new dining habits during the pandemic. The brand’s show also grants transparency to viewers by showing exactly what goes into their food, which is a trend more Americans are interested in as eating habits improve during lockdown. Highlighting fan-favorite menu items and the people who developed them could also help Shake Shack reflect a more personable and friendly brand voice to consumers nationwide⁠—particularly after being the subject of unfavorable public opinion for accepting (and later returning) a $10 million loan from the Small Business Administration in April.  

Shake Shack is connecting with homebound chefs digitally in response to ever-changing market conditions. While many of the brand’s locations remain take-out only, bringing the recipes home to fans could lead to increased dependability as consumers continue to lean into making foods they love.