Shake Shack 2016 Annual Report Download - page 10

Table of Contents
Chef Collaborations
Our fine dining heritage has enabled Shake Shack to team up with some of the world's best chefs for short-term special menu items. We devote significant
resources to menu innovation and are frequently invited to participate and compete in chef events such as the South Beach Wine and Food Festival's Burger Bash,
which allows us to test out new creations that can often lead to the introduction of new items. Some of our more notable collaborations in fiscal 2015 include:
▪ Carpetbagger Burger — To mark our one year anniversary in Atlanta, for one day only in September 2015, we teamed up with renowned restaurateur
and chef Ford Fry to create the Carpetbagger Burger. Inspired by the carpetbagger steak, the Carpetbagger Burger is a butter-grilled double cheeseburger
made with 100% all-natural Angus beef and topped with smoked and caramelized onions, house-made pickles, Comeback sauce and a crispy fried oyster.
▪wastED Juice Pulp Cheeseburger — To commemorate the reopening of our Madison Square Park Shack, we featured a limited-quantity special burger
created by Chef Dan Barber, the wastED Juice Pulp Cheeseburger. This burger featured smashed leftover vegetable pulp from a cold-pressed juice
operation and was topped with green leaf lettuce, melted cheese from Jasper Hill cheese trimmings, bruised beet ketchup and honey mustard mayo, all
served on a re-purposed bread bun that incorporated a mash made from stale rye bread.
▪The Major Oak — In October 2015, for one day only, our Covent Garden Shack teamed up with Chef Sat Bains, founder of the Restaurant Sat Bains in
Nottingham, England to create The Major Oak. Named after the famous English oak tree in the heart of Sherwood Forest, this burger was made with a
custom-blended Aberdeen Angus beef patty, topped with fresh shallots, a slice of creamy blue Beauvale cheese and a touch of pine from the needles of
local coniferous trees. Chef Bains also created a special forest-inspired ketchup made of seasonal "Penny Bun" mushrooms, as well as smoked mayo with
a hint of charcoal from Sherwood Forest's red oaks.
We Are A Warm Community Gathering Place
• We thoughtfully design Shacks to mirror their distinct neighborhoods.
• We engage with our community, inside and outside the Shack, in line and online.
• We are a destination for little league champions, study sessions, birthdays, business meetings, run clubs, midday breaks, engagements, late-night hangs,
first dates, fifth dates and family nights.
• We keep our Shacks in tiptop shape, and they are clean and welcoming for new and returning guests.
• We nurture and grow our beloved brand, create conversations and foster deep enriching relationships with our fans.
Design Philosophy
The design of our Shacks is critical to the Shake Shack experience and we blend our core brand identifiers with features specifically designed for each Shack to be
of its place and connect directly with its neighborhood. Whether domestic or international, we are passionate about securing vibrant sites and creating unique
designs that give each Shack a hand-crafted look, are locally focused, and are appropriate for their respective communities. A typical domestic company-operated
Shack is between 3,000 and 3,500 square feet with interior seating for between 75 and 100 guests. Additionally, whenever possible, our domestic company-
operated Shacks feature either outdoor seating or easy access to a park or green space. We use high-quality tactile materials, warm lighting that focuses on every
table and highlights the textured walls and seating layouts that encourage guests to relax and stay for a while. We take great care to build each Shack with
thoughtful architectural design, including forward-thinking structural features, and compelling eco-friendly touches, including a solar roof in a few of our free-
standing Shacks—all while taking key inspiration from our first home in Madison Square Park. The original Shake Shack in Madison Square Park was designed by
SITE Architecture and Design, led by James Wines and Denise Lee, in collaboration with Pentagram, led by Paula Scher. This design set the tone for a dynamic
dialogue inside the park and our surrounding neighborhood that continues to drive our designs today. The overall atmosphere and design of our new Shacks evoke
the very best from the design of the original park kiosk, as well as the best of the fine dining experience in terms of the quality of design, material used, lighting
and music. We are mindful that each new Shack should embody the experience of the Madison Square Park Shake Shack-the line, the kiosk style, the experience of
ordering food made just for you and the energetic open kitchen.
Shake Shack Inc. Form 10-K | 8