Shake Shack 2015 Annual Report Download - page 7

Table of Contents
template for every pre-
meal meeting agenda (daily Shack team meeting). It is the agreement we make with ourselves and with each other to uphold our principles and to hold each other
accountable. Our Shack Pact is summarized below:
The unity that we have built amongst our Shack teams and within the Company as a whole is a key driver of our ability to deliver a great guest experience and, therefore, continue to
successfully grow our footprint. Each Shack has a "Caught Doing Right" board where team members are encouraged to post notes when they have witnessed other team members go
above and beyond what is expected. At Shake Shack, we celebrate our successes, no matter how small, and this is practiced at every level of the Company. We also believe that team
members will perform their best when they feel like the rest of the team is "on their side"—
a belief ingrained in Shake Shack's DNA that began in the early stages of our fine dining
history.
The Bigger We Get, the Smaller We Need to Act
This mantra, which was developed from our Stand For Something Good vision, is what guides our decision-
making and keeps us connected to our roots. As we grow, it is our passion
to continue the ethos that led to the creation of USHG and Shake Shack and to never veer too far from that original vision. We make decisions that focus on the core of who we are,
staying true to the principles of Enlightened Hospitality. It is these decisions that drive us to seek out what we believe to be the finest team members, the tastiest ingredients, the best
suppliers and the best community partners.
Fine Casual: Inspired Food and Drink
We embrace our fine-dining heritage and are committed to sourcing premium, sustainable ingredients, such as all-natural, hormone and antibiotic-
free beef, while offering excellent
value to our guests. Our core menu remains focused and is supplemented with targeted innovation inspired by the best versions of the classic American roadside burger stands. As a
result of culinary creativity and excellence, we attract continued interest from partners such as award-
winning chefs, talented bakers, farmers and artisanal purveyors who want to
collaborate with us in different and engaging ways. We never stop looking for the best ingredients and the best culinary partners in order to exceed our guests' expectations in every
aspect of their experience.
Menu
Our menu focuses on premium food and beverages, carefully crafted from a range of classic American foods at more accessible price points than full-
service restaurants. Our domestic
menu includes a variety of signature items, such as the ShackBurger
®
, SmokeShack
®
, Shack-cago Dog
®
, 'Shroom Burger™, seasonal frozen custard, hand-
spun shakes, concretes,
ShackMeister
®
Ale and Shack Red™ and Shack White™ wines. The Shake Shack concept and core menu items have not materially changed since 2004, which speaks to the timeless
and universal appeal of our food offerings.
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▪ Hospitality –
We stand for the following 5 Tenets of Enlightened Hospitality (Taking Care of Each Other, Our Guests, Our Community, Our Suppliers and Our Investors) to
create raves through every stakeholder interaction.
▪ Team –
We stand to hire 51%'ers to create teams that are excited and committed to championship performance, remarkable and enriching hospitality, embodying our culture
and actively growing themselves and the brand.
▪ Food & Drink –
We stand to be a worldwide culinary leader in our interpretation of the classic American roadside burger stand.
▪ The Shack –
We stand to design, build and maintain the most engaging, thoughtful, safe and clean environment for our teams to work in and our guests to gather in.
▪ Communication –
We stand to be aligned with each other every day so that mutual understanding leads to progress.
Burgers
Shake Shack uses a proprietary whole-muscle blend of all-natural, hormone and antibiotic-
free beef in its hamburgers, which are ground fresh daily. Shake
Shack's flagship item is the ShackBurger, which is a four-
ounce cheeseburger topped with lettuce, tomato and ShackSauce™. We take great care in the
preparation of our burgers, from sourcing to handling to cooking, to ensure that the quality of the burgers we serve drives new and repeat visits. The burger
section of our menu also includes the SmokeShack, 'Shroom Burger™ (our vegetarian burger), Shack Stack
®
and Hamburger.
Fries
Our classic and passionately loved crinkle-
cut fries are made from premium golden potatoes and are prepared 100% free of artificial trans fat. Guests also
have the option to order Cheese Fries, which are our crinkle-
cut fries topped with a proprietary blend of cheddar and American cheese sauce. We believe
the tactile pleasure and emotional attachment that our guests have to the crispiness and ridges of our crinkle-
cut fries is a nostalgic ode to the roadside
burger stand of yesteryear.
Hot Dogs
Shake Shack was born from a hot dog cart in 2001 and we believe that our hot dog options give our guests another premium category from which to
choose. Both our beef hot dogs and our chicken dogs are made from 100% all-natural, hormone and antibiotic-
free beef and chicken, respectively. Our
signature Shack-
cago Dog is "dragged through the garden" and topped with Shack relish, onion, cucumber, pickle, tomato, sport pepper, celery salt and
mustard. The ShackMeister Dog™ is topped with cheese sauce and ShackMeister Ale–marinated shallots.