Shake Shack is shaking things up in the fast-food world with its new campaign, “We Really Cook.” Launched recently, this initiative aims to spotlight the real cooking happening in their kitchens, rather than relying on pre-made or frozen meals.
One major attraction of this campaign is the K-Shack Fried Chicken Sandwich, featuring fresh scallions, Napa cabbage kimchi, and a gochujang glaze. You can even catch the recipe online if you want to try making it at home.
Shake Shack’s CEO, Rob Lynch, has extended an open invitation to everyone, including competitors, to join cooking classes at their new Atlanta Support Center starting March 12. These classes aim to promote culinary skills, with a focus on teamwork and learning. It’s a refreshing approach in a fast-food landscape often criticized for lack of quality preparation.
This move seems to be a response to competitor Chipotle, which has long highlighted the cooking done in-house. Chipotle launched its “Choices” campaign to showcase its commitment to fresh ingredients, contrasting its practices with typical fast-food methods. Stephanie Perdue, their interim CMO, emphasized that consumers are increasingly discerning about their food.
Both campaigns reflect a growing consumer demand for “real food,” emphasizing less processed ingredients. For instance, In-N-Out Burger also prides itself on using fresh ingredients, with burgers cooked to order.
Shake Shack’s Chief Brand Officer, Michael Fanuele, explains that their focus is not about criticizing others but reinforcing their belief that fast food should not mean low-quality meals. However, they do face challenges with made-to-order cooking, particularly in relation to drive-thru speed. To combat this, Shake Shack has been improving kitchen workflows and digital ordering systems.
Consumers today expect quicker service without sacrificing quality. Interestingly, as Shake Shack has sped up its operations, customer satisfaction has reportedly increased.
In a world where food transparency is key, initiatives like these highlight how chains are adapting to meet the needs of their customers. As we see more emphasis on quality over speed, it will be exciting to follow how these trends evolve in the fast-food industry.
For more insights on fast food trends and quality cooking, check out Restaurant Business Online.
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