In 2001, Shake Shack began as a humble hot dog cart to support the Madison Square Park Conservancy’s first art installation. The cart was quite a success, and in 2004 Shake Shack officially opened as a permanent kiosk and soon became a fun, lively community-gathering place and a beloved brand. Founded at a time when social media was just beginning to take off, Shake Shack quickly established and now continues to foster its community online. Edwin will share how Shake Shack’s roots have informed and shaped how it has engaged with the culture in unexpected ways, resulting in a cult-like following and fans around the world. 

Key takeaways include:

  • Gain insight into how Shake Shack has built a brand that resonates strongly with fans both in the physical space and on social media.
  • Learn how Shake Shack’s hospitality-first culture has fueled the highest engagement on social media of any brand in its industry.
  • Find out ways that Shake Shack has used social media and guest feedback to drive business decisions.
  • Hear real-life examples of unconventional ways that Shake Shack has turned fans into advocates for its brand.