Steak n Shake rolls out milk shake 'happy hour'Steak n Shake rolls out milk shake 'happy hour'

INDIANAPOLIS The Steak n Shake family-dining chain is experimenting with what the chain termed a milk shake happy hour.

Already in test, the "happy hour" features the offering of a milk shake for $1.99 between 2 p.m. and 5 p.m. A similar deal delivered a sharp climb in afternoon traffic for Sonic Drive Ins, parent Sonic Inc. recently revealed. But it acknowledged at the time that patrons tended to stop for one of the discounted drinks instead of visiting for lunch or dinner.

Steak n Shake also disclosed plans to offer a 99-cent milk shake for children on weekends, “where sales have been most challenging,” according to Jeffrey A. Blade, acting president of the chain.

The chain divulged the milk shake experiment as part of its marketing plan during a recent conference call between analysts and the brand’s parent company, The Steak n Shake Co. A transcript was recently released by SeekingAlpha.com, an online clearing house of financial information.