Publications
Publications
- February 2025
- HBS Case Collection
Shake Shack's Playbook for the Digital Era
By: Christopher Stanton, Allison Ciechanover and George Gonzalez
Abstract
This case examines Shake Shack’s journey from a single New York City hot dog cart to a global fast-casual restaurant chain renowned for both premium quality and a culture of “enlightened hospitality.” As the company expands worldwide, it pilots digital ordering technologies—mobile apps, self-service kiosks, robot delivery - while remaining vigilant about preserving the human touch that underpins its brand. Leaders grapple with how automation and personalization might boost operational efficiency and customer satisfaction without undermining Shake Shack’s hallmark hospitality ethos or alienating employees. The narrative highlights Shake Shack’s history, business model, team culture, and innovation pipeline, culminating in strategic questions about the future of hospitality in a highly competitive, tech-driven industry. By exploring Shake Shack’s experiences, students gain insight into the complexities of balancing brand values, technological adoption, and workforce development in a dynamic market.
Citation
Stanton, Christopher, Allison Ciechanover, and George Gonzalez. "Shake Shack's Playbook for the Digital Era." Harvard Business School Case 825-136, February 2025.