Shake Shack 2016 Annual Report Download - page 9

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Table of Contents
Culinary Innovation
We continuously innovate around our core menu and our team is constantly experimenting with seasonal and local products, to enhance our menu, drive revenue
and give our guests more reasons to keep coming back to Shake Shack.
Shack-Wide Limited Time Offerings
In fiscal 2015, we began a new LTO program where we featured a new premium burger for approximately six months. We will continue to supplement our core
menu with targeted innovation inspired by the best versions of the classic American roadside burger stands.
▪ShackMeister Burger ® — Our winning entry at the 2014 Food Network South Beach Wine & Food Festival Burger Bash, the ShackMeister Burger is a
100% all-natural Angus beef cheeseburger topped with crispy marinated shallots and ShackSauce. The ShackMeister Burger debuted in January 2015 and
was extremely popular with our guests.
▪Roadside Shack™ — In July 2015, the ShackMeister Burger rolled off our menus and we debuted the Roadside Shack, a 100% all-natural Angus beef
cheeseburger topped with caramelized onions simmered in beer and bacon.
▪Shake of the Week — With the release of our new custard calendar in January 2015, we launched the Shake of the Week. Every single flavor of frozen
custard can now be hand-spun into rich, creamy and deliciously dense shakes. The new custard calendar and Shake of the Week allow guests more
opportunities to try each month's flavors and now offer more flavors of shakes than ever before. Additionally, during the 2015 holiday season, we
launched three seasonal Shakes at all Shacks—Gingerbread, Chocolate Peppermint and Christmas Cookie, which were a huge hit and we intend to bring
back in a similar format in 2016.
Exclusive Offerings
In addition to supplementing our menu with LTOs, we also seek to create new and exciting offerings that may inspired by local favorites or special events. Some of
our exclusive offerings from fiscal 2015 include:
▪Chick'n Shack™ — The Chick'n Shack is crafted from a 100% all-natural and antibiotic-free cage-free chicken breast slow-cooked in creamy buttermilk
marinade, hand-dipped into Shack-made batter, dredged through seasoned flour and crisp-fried. It's topped with pickles, crisp shredded lettuce and a tangy
Shack-made butttermilk herb mayo made with chives, parsley and thyme. The Chick'n Shack debuted in July 2015 and was offered exclusively at our
three Brooklyn Shacks and we recently added it to the menu in January 2016 at all domestic company-operated Shacks, as well as certain international
markets.
▪Lockhart Link Burger™ — This Austin, Texas exclusive cheeseburger is topped with a griddled Kreuz Market jalapeno cheese sausage link,
ShackSauce and pickles.
▪ParkBurger™ — During the grand re-opening of our flagship Madison Square Park Shack in May 2015, we launched the ParkBurger, topped with cave-
aged Jasper Hill Farm raw cow's milk cheese sauce and all-natural Niman Ranch applewood smoked bacon. The ParkBurger was available for a limited
time exclusively at our Madison Square Park Shack.
▪Surf 'N' Shack ™ — Offered exclusively at our Boston and Connecticut Shacks during August and September of 2015, the Surf N' Shack is a 100% all-
natural Angus hamburger topped with Maine lobster, lettuce, tomato and ShackSauce.
7 | Shake Shack Inc. Form 10-K