We’re on pace to double our drive-thru count this year. With the growth of on-demand delivery and mobile app usage, we’ve seen that guests are demanding ease, and our new drive-thru model focuses on giving our guests convenience without compromise. The need to enhance and alter the physical restaurant to meet the needs of digital was so important to Shake Shack that today, all new restaurants we open have some aspect of Shack Track. Shack Track is our digital pre-ordering and fulfillment experience and includes pick-up shelves, curbside pick-up, pick-up windows and more. Many of the fast pivots in the early days of the pandemic soon became permanent functions, including implementing multi-channel delivery, enhancing digital pre-ordering and expanding our fulfillment capabilities. We launched Shack Track at the start of the pandemic when we saw how quickly our digital business was growing. Talk about how this has evolved to date and what could still be to come. Shack Track addresses the shifting omnichannel world across multiple builds and access points. Kiosks also help our team members be more efficient, and over the long term, our investments will allow us to expand our digital and omnichannel ecosystem. Our kiosk channel is our highest profit margin channel and highest in-Shack check. Our digital team developed a kiosk experience that helps guests navigate our menu and premium add-ons more easily for some than the traditional menu board. We have kiosks in more than half of our Shacks, and our goal is to bring kiosks to all Shacks by the end of the year. Kiosks have helped streamline the omnichannel guest experience. How is the kiosk initiative in particular helping with guest experience, and for team members as well? We want to make it seamless for our guests and offer more convenience in our own channels, while delivering on everything we stand for today. Our plan is to continue providing all Shake Shack guests with an amazing guest experience no matter their circumstance - whether they want to order ahead using our Shake Shack App, dine in-Shack, take their order to go or use delivery or drive-thru. While we continue to evolve our format and digital capabilities to enhance the guest experience, Shake Shack will always be a place of community gathering, as it’s been since day one. Now that in-store dining has returned, how is the brand balancing the rise in digital orders with making sure guests who come inside have the same experience they’ve always expected? Shake Shack has long been a brand rooted in experience and hospitality. Read more on Katie’s vision and Shake Shack’s continued evolution in QSR’s April cover story.
As Shake Shack continues to play the role of category disruptor, CFO Katie Fogertey took some time to chat with QSR about the future of the dining room and where the brand heads next.
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