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Shake Shack Launches First-Ever Loyalty Program With Digital Challenges and $1 Sodas
Shake Shack debuts its first ever loyalty program for customers.
Shake Shack has launched its first-ever loyalty program for app users.
The eatery’s app users can enjoy small or large sodas for just $1. No promo code or additional purchase required.
These savings are branded as “Shack Hacks,” per a company press release shared with RetailWire. Additionally, the company plans to share future deals to both reward and offer value to app users over the coming months.
The eatery will launch “challenges,” the first of the brand’s loyalty offerings, beginning on June 5. These challenges take a gamified experience and approach to connect with and reward Shake Shack’s loyal customers.
The release states that customers have long asked for a loyalty program. Therefore, the company created one designed to encourage customers to visit the eatery to complete challenges and win rewards. Thus, this program is designed to lay the foundation for future guest experiences within the app.
Challenges will be available to guests via the chain’s app and website with an account. The first two challenges include:
- Challenge 1: Order any burger on two separate occasions within 30 days to receive $10 off your next visit.
- Challenge 2: Order any BBQ sandwich on two separate visits before Aug. 6 to unlock $5 off your next visit. This challenge is focused on the chain’s new Summer BBQ LTO platform.
These initiatives are designed to help Shake Shack drive customer traffic, increase the frequency of visits, and build deeper loyalty to the brand.
The Idea of Shake Shack’s Loyalty Program Was First Revealed in 2024
According to Nation’s Restaurant News, CEO Rob Lynch discussed the idea of a Shake Shake loyalty program in 2024. His statements came during a third-quarter earnings call.
“I can’t help but find that a bit ironic, given that Shake Shack was built on the principles and culture of Enlightened Hospitality, where understanding the wants and needs of our guest is paramount,” Lynch said.
“I truly believe that, given this heritage, we have an outsized opportunity to deliver Enlightened Hospitality in a world that increasingly craves it, but across a digital footprint,” he added. “We will be making investments in 2025 to develop the right platform to realize this potential over the long term.”
Shake Shack was founded by Danny Meyer. Its origins trace back to 2001, when Meyer collaborated with the Madison Square Park Conservancy to revitalize Madison Square Park in New York City, per Investopedia.
Meyer set up a hot dog cart in the park to support an art installation. The cart, operated by his team from Eleven Madison Park, quickly gained popularity, leading to long lines and a loyal customer base.
Recognizing the cart’s success, Meyer and his Union Square Hospitality Group set up a permanent park kiosk. In July 2004, the first Shake Shack opened, offering a menu that expanded beyond hot dogs to include hamburgers, fries, and milkshakes.
Initially intended as a single-location venture, Shake Shack’s overwhelming success led to its expansion. By 2015, the company went public, and as of 2024, it operates over 400 locations worldwide, including in the United States, Europe, Asia, and the Middle East.
