Shake Shack is offering dry cleaning services to customers who end up getting sauce on their clothing while eating items from its limited-time barbecue menu.
The fast-casual chain of more than 530 restaurants introduced the barbecue items in May. The seasonal menu features two different burgers, each with a different sauce, as well as fries with either the smoky or Carolina sauce, all with a propensity to drip.
The first 2,500 people who upload a picture of their Shake Shack burger or of the stain it caused to the chain’s “sauce insurance” microsite by July 31 will win a $10 voucher to use at any Tide Cleaners location nationwide.
As part of the promotion, Shake Shack also said it would donate $25,000 to Loads of Hope, Tide’s charitable initiative that cleans clothes for families in need during natural disasters.
Shake Shack vice president of brand marketing Mike McGarry said the promotion was inspired by the LTO Smoky Classic BBQ Burger and the Carolina BBQ Burger with Fried Pickles, and their sauces.
“When we launched our summer BBQ menu, we quickly realized how messy (and saucy) things can get,” he said in an email. “Instead of shying away from the mess, we decided to own it. Partnering with Tide Cleaners allows us to help guests feel good about daring to drip while enjoying our delicious BBQ offerings.”
The Smoky Classic BBQ Burger is a beef patty topped with American cheese, bacon, pickles, fried onions, and smoky house barbecue sauce, and the Carolina BBQ Burger is a beef patty topped with pepper Jack cheese, bacon, fried pickles, and tangy-sweet Carolina-style barbecue sauce. Both are served on a toasted potato bun and priced starting at $8.99.
Contact Bret Thorn at [email protected]
