Shake Shack, a concatenation that began arsenic a azygous burger basal adjacent New York’s Flatiron building, has grown to implicit 450 locations successful the U.S. and astir the world. The institution refreshes the paper and lawsuit acquisition with caller limited-time offers (LTOs) and drive-thru ordering for guests. Behind each these changes is simply a adjacent transportation with customers supported by measurement and analytics tools.

When Shake Shack introduced a White Truffle Burger and White Truffle ‘Shroom Burger arsenic a caller LTO, they listened intimately to customers. 

“The improvement of these items was based connected the affirmative effect we received from our guests astir a anterior LTO, our Black Truffle Burger,” said Charlie Frankievich, manager user insights and analytics for Shake Shack. “Our guests responded arsenic arsenic good to our White Truffle Burger and White Truffle ‘Shroom Burger. There is superior powerfulness successful proceeding and reacting to your impermanent feedback – our teams stress that attack each time successful our Shacks and kitchens.”

Measuring lawsuit experiences

Shake Shack implemented a fig of customer acquisition (CX) and marque probe tools from acquisition absorption institution Qualtrics to cod real-time feedback from customers and measurement marque show against competitors.

The marque measures acquisition done QR codes and personalized, integer survey links that customers tin click connected successful bid to stock feedback. Shake Shack tin usage this feedback to show and measurement cardinal show indicators.

“Our teams negociate impermanent information and feedback done aggregate systems including interior and outer technology, allowing for aggregate processing and faster insights,” said Frankievich. “We link marque research, impermanent behaviour and lawsuit acquisition information to make a 360-degree presumption of what our guests are saying astir Shake Shack, however we are delivering connected those expectations, and what that means for impermanent behaviour and likelihood to urge Shake Shack arsenic a edifice of choice.”

Likelihood to Recommend is simply a cardinal metric

With this 360-degree view, Shake Shack tin enactment connected guests’ behaviors and feedback astatine immoderate signifier of the lawsuit journey. However, they are focused connected 1 cardinal metric supra others, Likelihood to Recommend (LTR). Another important metric, Net Promoter Score (NPS), is an result of the LTR metric.

The marque uses LTR to “pressure test” changes it makes to the guest’s experience, from merchandise packaging to integer pickup and different procedures. A affirmative alteration successful immoderate of these areas volition get customers to return. 

“From each our research, we cognize a affirmative impermanent acquisition drives incremental visitation,” said Frankievich. “New guests with a affirmative archetypal acquisition astatine Shake Shack are 40%-60% much apt to revisit successful the adjacent six months compared to guests who had a antagonistic experience.”

Shake Shack besides knows from lawsuit feedback that high-quality ingredients and a “feel-good experience” are marque strengths. When customers notation these values successful feedback, they are 3 times much apt to person visited Shake Shack successful the erstwhile 3 months compared to those who don’t hold with those claims.

“Establishing a robust impermanent acquisition and delivering connected the ‘feel-good’ acquisition expected from guests proceed to beryllium the astir effectual strategy for engaging our halfway guests,” Frankievich said.

Drive-thru to amended lawsuit experience

Shake Shack began arsenic a azygous blistery canine cart, successful 2000, tally retired of the room of restauranteur Danny Meyer’s Eleven Madison Park restaurant. Meyer helped make the Madison Square Park Conservancy, which developed the long-running archetypal Shake Shack wrong the parkland successful 2004.

A drive-thru would person been impractical astatine the archetypal location, but the concatenation has present expanded to 32 states and implicit 150 planetary locations amid accelerated enlargement successful the past decade. Drive-thru ordering is an important portion of breaking into caller markets and strengthening existing ones with added sales.

Shake Shack curbside ordering with a work agent. Image: Shake Shack.

“Domestically, we are expanding our scope successful halfway markets astir the country, pushing heavy into our drive-thru business,” said Frankievich. “This creates marque caller determination and engagement opportunities to conscionable our guests wherever they astir similar to bid Shake Shack.”

Because drive-thrus are a newer transmission for the brand, Shake Shack continues “to larn astir however guests behave successful this transmission compared to our different channels and [is] adjusting our attack to champion conscionable those needs,” Frankievich explained.

Frankievich added, “Enlightened hospitality has been a cornerstone of the Shake Shack occurrence look since the precise archetypal Shack successful Madison Square Park. Our acquisition measurement programme is the quantification of those pillars and enables our teams to efficaciously negociate the prime of the acquisition crossed our increasing Shack base.”

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