Shake Shack Cooks Up Mobile Ordering Service
Experiments with mobile order-ahead continue to be on the menu for many companies in the fast-casual dining vertical, with popular burger chain Shake Shack launching a test run of the service this week as part of its first-ever app. At the moment, the order-ahead function only works at one Shake Shack location, in midtown Manhattan, which the company said will serve as a market test for the service before rolling it out to “additional markets.”
The new Shack App enables guests to place and pay for an order and select an available pickup time within 15-minute increments. The food is cooked-to order and timed to be ready upon their arrival. Along with order-ahead, the app includes a Shake Shack location finder, tracks favorite orders and food allergies, and promotes events and offers Users also can connect to Shake Shack social media channels and share feedback. The app currently is available for iOS, but an Android version is in development, the company said.
Fast-causal behemoths like Starbucks, SUBWAY and Dunkin Donuts have rolled out mobile order and payment services over the past two years. While Shake Shack is a comparative small fry, it’s among the fastest-growing food chains ever. Since opening as a one-off food stand in Manhattan’s Madison Square Park in 2004, Shake Shack has grown its footprint to more than 100 locations worldwide, including 15 states in the U.S. and international locations in London, Dubai, Tokyo and Moscow, among others.