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Shake Shack searches for ‘chief avocado officer’Shake Shack searches for ‘chief avocado officer’

The marketing campaign highlights the chain’s burger and chicken sandwich that feature the sliced fruit

Bret Thorn, Senior Food Editor

August 16, 2023

2 Min Read
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Shake Shack is promoting its freshly sliced avocado by searching for a “chief avocado officer,” a fan of the fruit who will receive thousands of dollars in food and merchandise.

A successful candidate for the position must apply by 11:59 p.m. Pacific Time on Friday, August 18, listing three qualifications for the position and a love letter to an avocado using whatever medium (photos, song, video, poem etc.) they like.

The winner will receive a chief avocado officer uniform in the form of Shake Shack merchandise, free Shake Shack food for a year in the form of $900 in Shake Shack gift cards, and a $3,000 “avocado stipend” provided as American Express gift cards.

Additionally, the winner will meet with an unnamed Shake Shack “leader” to learn about the chain’s avocado suppliers and selection process, and be treated to a private tasting of the chain’s avocado menu at their local Shake Shack, including a round-trip Uber ride share credit of up to $50.

The avocado menu is comprised of the chain’s Avocado Bacon Burger — a beef patty topped with sliced avocado, bacon, and its proprietary ShackSauce — and its Avocado Bacon Chicken sandwich, which is a breaded and fried chicken breast with avocado, bacon, lettuce, pickles, and buttermilk herb mayonnaise.

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Applicants must live within 25 miles of a Shake Shack location, excluding licensed locations at airports, stadiums, travel plazas, and museums.

Shake Shack promoted the position on LinkedIn and Instagram.

The New York City-based fast-casual chain started testing avocados from April through June of 2021, when it started offering the burger and chicken sandwich, and also allowed guests to add sliced avocado to any other menu item for $1.25.

As of the end of June, there were 471 Shake Shack restaurants worldwide.

Contact Bret Thorn at [email protected] 

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Shake Shack

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/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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