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Shake Shack launches pilot program to allow delivery via its app in MiamiShake Shack launches pilot program to allow delivery via its app in Miami

Nationwide rollout planned for early 2021

Bret Thorn, Senior Food Editor

December 16, 2020

2 Min Read
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Shake Shack is testing delivery using its mobile app in the Miami area, the fast-casual burger chain said Wednesday.

Although the chain already uses third-party delivery services, this is the first time that customers can order delivery via its Shack app.

Guests within the delivery areas of the Shake Shack locations in Mary Brickell Village, Coral Gables and The Falls, all in the Miami area, will be offered a delivery option on the app, and the orders will be delivered via Uber Eats.

Shake Shack said it would expand this pilot program to allow delivery nationwide via the app early in 2021.

Delivery had not historically been a priority for Shake Shack, which is based in New York City, because most of its restaurants were in dense urban areas and shopping locations situated for robust dine-in and takeout traffic. As its customers' demands changed, however, the chain did develop an integrated and exclusive partnership with third-party delivery company Grubhub in 2019. And since March it has brought on Postmates, DoorDash, Caviar and Uber Eats as delivery partners and shifted its arrangement with Grubhub to a non-exclusive one.

Until now, the Shack app had been used for advance ordering that allowed customers to bypass Shake Shack’s often-long lines.

Related:Shake Shack adds curbside pickup to 68 locations

In announcing the pilot delivery program, Shake Shack said that digital sales accounted for 60% of total sales in the third quarter, and that sales through the Shack app and Shake Shack’s web site had tripled year-over year.

Since early March, Shake Shack has added 1.4 million new purchasers using digital channels, it said.

“We’re thrilled to introduce delivery through the Shack app, offering our guests a new way to get Shake Shack however and whenever they want it,” says Randy Garutti, Chief Executive Officer at Shake Shack. “With an influx of new and returning guests to our digital channels this year, we’ve accelerated our digital investment. Delivery through the Shack App represents the latest innovation from Shake Shack, and is reflective of our increasing focus on convenience across the broader Shake Shack experience.”

There are a total of 203 Shake Shack restaurants in the United States, and an additional 106 units in other countries.

 

Contact Bret Thorn at [email protected] 

Follow him on Twitter: @foodwriterdiary

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About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
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Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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