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


In March 2014, Shake Shack, a small fast casual restaurant chain that was touted by The New York Times as one of the "Most Influential Restaurants of the Past Decade", announced that it would be opening new outlets on the East Coast of the US. The new store openings marked the slow expansion of a restaurant chain which called itself the 'anti-chain'. Snake Shack put in a great deal of deliberation in opening new outlets as it did not want to dilute its brand identity of being a community gathering place that offered quality food and hospitality.

In 2001, Danny Meyer (Meyer), a renowned New York-based fine-dining restaurateur, set up a hot dog cart in New York's Madison Square Park to raise funds to conserve the park. The hot dog cart, unlike others of its ilk, served a variety of hot dogs that were freshly made by a crew of four people who used premium ingredients. This novel approach to serving fast food led to the cart becoming highly successful within a short span of three years.

In 2004, when the Madison Park authorities decided to set up a food kiosk in the park, Meyer won the bid and the Shake Shack outlet came into existence. Over a period of time, Shake Shack became a must-visit place for food lovers and was characterized by long lines of people waiting to be served...

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