Shake Shack 2016 Annual Report Download - page 11

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Table of Contents
Each Shack is specifically designed to be of its place and connect with its neighborhood, but we have developed a number of iconic brand identifiers common to
every Shack, including wrap-around steel beams, open kitchens, magnetic menu boards and tables made from reclaimed bowling lanes from Brooklyn. Although
no two Shacks are alike, we believe that these brand identifiers key components to the expression of the brand and the experience of Shake Shack.
Often during the construction of new Shacks, particularly those in new markets, we re-imagine the often uninspiring plywood walls that surround a construction
site and use this space as a canvas to begin the process of introducing Shake Shack to the community prior to our opening. For instance, for our first Shack in
California, we commissioned a public art piece, called the "Happy Wall," where passers-by could interact with the wall and create inspiring messages for the
neighborhood.
Today, we continue to evolve our timeless designs through a series of different designers from around the country. We continue to evolve certain prototypes,
“classic” Shack designs, free-standing, in-line and unique, one of a kind formats. We are constantly pushing our design to be more creative and more nimble at the
same time, allowing us to continue to ramp up our growth while making the Shack experience even more dynamic and accessible.
Beloved Lifestyle Brand
In our 12-year history, we have become a globally recognized brand with outsized consumer awareness relative to our current footprint of 84 Shacks, opening our
first international Shack after only 7 domestic Shacks. Shake Shack has become a New York City institution, a vibrant and authentic community gathering place
that delivers an unparalleled experience to our loyal guests and a broad, global demographic. Born in 2004, Shake Shack grew up alongside the emergence of
social media and has benefited from an ongoing love affair with passionate fans who share their real-time experiences with friends. We aim to establish genuine
connections with our guests and the communities in which they live. Shake Shack continues to be recognized in global media with impressions garnering attention
well beyond our size.
Shake Shack was born as the modern version of the old roadside burger stand during the birth of social media and the digital age. The premium positioning and
brand voice, derived from the spirit, integrity and humor of Shake Shack, are reinforced by our contemporary, responsible designs and hospitable team members
who Stand For Something Good; this identity anchors our marketing efforts. We believe that our guests appreciate the experience of coming to Shake Shack as a
community gathering place and, thus, the heart of our marketing strategy is to communicate and connect with our guests both at our Shacks and through social
media.
Social Media
Much like we design our Shacks to be community gathering places, we execute a social media strategy that creates an online, on-brand community gathering place.
Our guests and fans easily connect with us through Facebook, Instagram, Twitter, Tumblr and Pinterest. We recognize the impact of social media on today's
consumers and we use these platforms to share information with our guests about new menu items, new Shack openings and other relevant Shake Shack
information. As of December 30, 2015 , we had approximately 166,000 Facebook fans, 231,000 Instagram followers, and 50,000 Twitter followers. We
communicate with our fans in creative and organic ways that both strengthen our connection with them and increase brand awareness. In June 2015, we ranked #9
on Restaurant Social Media Index's top 250 restaurant brands, which is measured on influence, sentiment and engagement.
Community and Charitable Partners (Shack Gives Back)
Each Shack focuses on conveying a consistent national brand message while also tailoring marketing efforts to each Shack. We always have menu items that
feature local ingredients and beers that are specific to each Shack's community. We also aim marketing efforts at local events which help position Shake Shack as a
premium brand that is connected to its neighborhood through participating in local celebrations and developing relationships within the community. For instance,
we recently teamed up with Jerod Mayo of the New England Patriots and a local Boston-area bakery to create "Mayo's LineShacker," a limited edition shake
available only at our Boston Shacks, with 100% of the proceeds benefiting the Boston Medical Center. Outside of local events, each Shack has a local charity
partner to which it donates 5% of the sales from one regionally-themed concrete. The Shack in Miami Beach, for instance, features the "Vice Crispy Treat," and
donates 5% of this item's sales to the Miami Children's Hospital.
9 | Shake Shack Inc. Form 10-K