We reimagined Shake Shack’s retail strategy to ensure every format, from digital kiosks to Shack Track pickup, delivered a consistent yet personal experience. The result was a brand ecosystem where hospitality shines through every touchpoint—whether online, on-the-go, or dining in.

Before reshaping the guest experience, we optimized operations behind the scenes. By analyzing labor, equipment, and flow, we created scalable standards—streamlined kitchen layouts, process flows, and drive-thru integration—that fueled Shake Shack’s next era of growth.

Digital innovation modernized the journey with mobile ordering, kiosks, and pickup windows—yet hospitality remained at the core. With a flexible kit-of-parts system, Shake Shack expanded across 22 states while tailoring each location to reflect its community.