THE ORIGINAL QUESTION
Who are our regulars and who are our potential customers—and how can we get them in the door more?
THE CREATIVE QUESTION
With all the fast food, fast casual, customize-your-own-burger places out there, why choose Shake Shack?
How do current and potential customers eat and what do they aspire to?
How does Shake Shack fit in the evolving fast food/fast casual universe?
What subconsciously motivates someone to pick one restaurant over another—what drives loyalty and what keep others away? How can we Shack spread the love and grow fandom?
A CREATIVE ANSWER
Unlike most of the competition, Shake Shack was getting credit for more than just its delicious food—Loyalists and visiting Potentials were subconsciously driven to the Shack because of its sense of adventure (in food + atmosphere). But, at the same time, we found that those skipping the Shake Shack experience were doing so because the NY-born chain felt a little unapproachable—for some it felt too cool for them. Our recommendation: continue to champion adventure in a sea of sameness while also delivering the comfort and approachability needed to grow the fan base. With this strategy, we provided the team with the tangible recommendations needed to resonate across audiences and drive brand awareness, engagement and traffic for soon to open stores across the nation.
WHAT WE DID DIFFERENTLY:
Identified the conscious and unconscious motivators that drive choice in the category
Crafted customer profile posters for the team to hang up on their walls—a way to live and breath Loyalists and Potential audiences and make decisions with them in mind every day
Provided Shake Shack's Board of Directors with the key insights needed to build trust in where the business is today and where it’s headed in the future