The Tech Stack Behind Your ShackBurger: Optimizing the Guest Experience

Shake Shack, a name synonymous with delicious burgers and a vibrant dining experience, is more than just a restaurant chain. It's a testament to how technology can elevate hospitality and create lasting customer connections. In this blog post, we'll take a deep dive into the technology that powers Shake Shack's operations, exploring how they leverage digital platforms, predict wait times, and ensure efficiency at every touchpoint. Join us as we uncover the secrets behind their tech-driven guest experience. This post expands upon the topics discussed in our latest podcast episode, A Deep Dive Into Shake Shack's Tech Stack | Season 8, Vol. 14, where Michael Schatzberg and Jimmy Frischling spoke with Dave Harris, the Chief Information and Technology Officer at Shake Shack.

Introduction: Shake Shack's Tech-Driven Guest Experience

In today's fast-paced world, technology plays a pivotal role in shaping our experiences, especially when it comes to dining. Shake Shack has recognized this trend and embraced technology to enhance the guest experience. From the moment you place your order to the time you savor your ShackBurger, technology is working behind the scenes to ensure a seamless and satisfying visit. The company's commitment to innovation has allowed them to optimize operations, personalize interactions, and ultimately, create a more enjoyable experience for their customers.

Shake Shack's Core Values and Commitment to Elevated Hospitality

At the heart of Shake Shack's success lies a set of core values that guide their every decision. These values include:

• Elevated Food: Using only the best ingredients to create classic favorites.
• Gathering: Creating a welcoming and inclusive environment for guests.
• Enriching: Investing in and supporting the communities they serve.
• Enlightened Hospitality: Delivering exceptional service at every touchpoint.

These values are not just words on a wall; they are deeply ingrained in the company's culture and drive their commitment to innovation. By leveraging technology, Shake Shack can further enhance these values, ensuring that every guest feels welcomed, valued, and satisfied. This commitment to enlightened hospitality is a key differentiator for Shake Shack in the competitive fast-casual dining landscape. As Dave Harris mentioned in the related podcast episode, these core values are front and center in everything they do, from food preparation to technology implementation.

Dave Harris: Leading Tech Innovation at Shake Shack

The driving force behind Shake Shack's tech-driven transformation is Dave Harris, the company's Chief Information and Technology Officer. With extensive experience in leading technology teams across various industries, including retail, hospitality, and consumer packaged goods, Harris brings a wealth of knowledge and expertise to the table. His leadership has been instrumental in guiding Shake Shack's technology strategy and ensuring that it aligns with the company's core values and business objectives.

Harris understands that technology is not just about efficiency and cost savings; it's also about enhancing the guest experience and creating lasting relationships. He emphasizes the importance of investing in digital products, optimizing kitchen operations, and adapting to evolving customer needs. Under his guidance, Shake Shack has become a leader in leveraging technology to elevate the dining experience.

Digital Products: Custom Apps and Web Ordering Platforms

Shake Shack has invested heavily in developing custom digital products that make it easier for customers to order their favorite meals. Their mobile app and web ordering platform offer a seamless and convenient way to browse the menu, customize orders, and pay securely. These platforms also provide valuable data and insights that help Shake Shack optimize its operations and personalize the guest experience.

The mobile app, available on both iOS and Android, allows customers to:

• Browse the full menu with detailed descriptions and high-quality images.
• Customize orders with various toppings and add-ons.
• Save their favorite orders for quick and easy reordering.
• Find the nearest Shake Shack location.
• Pay securely using a variety of payment methods.
• Earn and redeem loyalty points.

The web ordering platform offers similar functionality for customers who prefer to order online. Both platforms are designed to be user-friendly and intuitive, ensuring that customers can easily place their orders without any hassle. These digital products are not just about convenience; they also provide valuable data that helps Shake Shack understand customer preferences, optimize its menu, and improve its operations.

Kiosk Rollout: Enhancing Efficiency and Profitability

One of Shake Shack's most significant technology investments is the rollout of self-ordering kiosks across its locations. These kiosks allow customers to place their orders independently, reducing wait times and freeing up staff to focus on other tasks. The kiosks have also been shown to increase average check sizes, as customers are more likely to add items to their orders when they are not feeling rushed or pressured by a cashier.

Shake Shack began piloting kiosks in 2017 at their Astor Place location in New York City. The success of this initial pilot program led to a wider rollout, and the company plans to have kiosks in all of its locations by the end of 2023. According to Dave Harris, kiosks are Shake Shack's highest profit margin channel and boast the highest average check size. This is likely due to a combination of factors, including reduced labor costs, increased order accuracy, and the ability for customers to easily add items to their orders. Kiosks also allow for better upselling opportunities, as they can be programmed to suggest add-ons and promotional items.

The implementation of kiosks has not been without its challenges. Shake Shack has had to carefully consider the design and placement of the kiosks to ensure that they are accessible and user-friendly. They have also had to train staff to assist customers who may need help using the kiosks. However, the benefits of kiosks, including increased efficiency, profitability, and customer satisfaction, have far outweighed the challenges.

Predicting Order Wait Times: Optimizing Kitchen Operations

One of the most impressive aspects of Shake Shack's technology stack is its ability to predict order wait times. By analyzing historical data, current order volumes, and kitchen capacity, Shake Shack can accurately estimate how long it will take to prepare an order. This information is then displayed to customers on the mobile app, web ordering platform, and kiosks, allowing them to make informed decisions about when and how to place their orders.

Predicting order wait times is not just about transparency; it's also about optimizing kitchen operations. By accurately forecasting demand, Shake Shack can ensure that its kitchens are properly staffed and stocked. This helps to reduce waste, improve efficiency, and ultimately, deliver a better experience for customers. The technology behind wait time predictions is complex, involving sophisticated algorithms and machine learning models. However, the results are clear: shorter wait times, happier customers, and a more efficient kitchen.

Furthermore, these predictions allow the staff to proactively manage customer expectations. If a wait time is longer than usual, staff can communicate this to customers and offer alternative options, such as suggesting a different menu item or providing a complimentary beverage. This level of transparency and proactive communication helps to build trust and loyalty with customers.

Multichannel Accessibility: Adapting to Evolving Customer Needs

In today's digital age, customers expect to be able to interact with businesses through a variety of channels. Shake Shack has recognized this trend and has invested in creating a multichannel experience that allows customers to order, pay, and receive their meals in the way that is most convenient for them.

Shake Shack's multichannel accessibility includes:

• Mobile App: Order ahead, pay securely, and earn loyalty points.
• Web Ordering Platform: Order online for pickup or delivery.
• Kiosks: Place orders independently at the restaurant.
• In-Store Ordering: Order at the counter with a cashier.
• Delivery Services: Order through third-party delivery platforms.

By offering a variety of ordering options, Shake Shack is able to cater to the diverse needs and preferences of its customers. Whether a customer wants to order ahead on their phone, place an order at a kiosk, or dine in at the restaurant, Shake Shack has a solution that fits their needs. This commitment to multichannel accessibility is a key differentiator for Shake Shack in the competitive fast-casual dining landscape.

The focus on multi-channel accessibility increased drastically during the pandemic, and continues to be a vital part of Shake Shack's strategy. By making it easy for customers to order and receive their meals, Shake Shack is able to build stronger relationships and drive customer loyalty.

The Foodservice Feud & Harris' Talking Back Question

In the related podcast episode, Dave Harris also participated in a lighthearted segment called "The Foodservice Feud" and answered the hosts' signature "Talking Back" question. While these segments may seem unrelated to technology, they provide valuable insights into Harris' personality and leadership style. His ability to engage in playful banter and answer challenging questions with grace and humor demonstrates his commitment to creating a positive and engaging work environment. This is crucial for fostering innovation and collaboration within the technology team at Shake Shack. The human element is just as important as the technological advancements.

Conclusion: How Technology Shapes the Future of Shake Shack

Shake Shack's success is a testament to the power of technology to enhance the guest experience and optimize operations. By investing in digital products, kiosks, and predictive analytics, Shake Shack has created a seamless and satisfying dining experience that keeps customers coming back for more. As technology continues to evolve, Shake Shack will undoubtedly continue to innovate and adapt to meet the changing needs of its customers.

The future of Shake Shack is inextricably linked to technology. By embracing innovation and staying ahead of the curve, Shake Shack can continue to deliver exceptional experiences and solidify its position as a leader in the fast-casual dining industry. We encourage you to listen to the full conversation with Dave Harris on the Hospitality Hangout podcast to gain even more insights into Shake Shack's tech stack. You can find the episode at A Deep Dive Into Shake Shack's Tech Stack | Season 8, Vol. 14. Thank you for reading!