The Anti-chain Strategy of Shake Shack

The Anti-chain Strategy of Shake Shack
Case Code: BSTR456
Case Length: 18 Pages
Period: 2001 - 2014
Pub Date: 2014
Teaching Note: Not Available
Price: Rs.500
Organization: Shake Shack
Industry: Fast Food Industry
Countries: US,Global
Themes: Brand Management, Business Strategy
The Anti-chain Strategy of Shake Shack
Abstract Case Intro 1 Case Intro 2 Excerpts


The case "The Anti-Chain Strategy of Shake Shack" talks about the unique business strategy of Shake Shack in the highly competitive fast food industry. The case starts out by tracing the evolution of Shake Shack from a hot dog cart to an international restaurant chain that follows a cautious expansion strategy. The company's strategy of having the locations of its outlets in iconic places and its efforts to project them as a gathering place for the local community is mentioned. Shake’s Shack’s particular emphasis on using high quality ingredients sourced through sustainable practices, apart from its stress on providing “enlightened hospitality” to its customers is described in detail. The case also states the challenges of operating in a highly competitive fast food industry. It ends with details about the future expansion plans of Shake Shack.


The case is structured to achieve the following teaching objectives:

  • To understand the importance of brand positioning
  • To recognize the need to prevent brand dilution
  • To decipher the strategy of niche market players in a competitive industry
  • To identify the role played by quality and hospitality in a service industry



Shake Shack, Fast Food, Fast Casual, Expansion Strategy, Brand Managment, Brand Dilution, Community, Hospitality, Franchising, Localization, Regionalize, Incentives, Anti-chain, Brand Identity, Quality Consciousness

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