Shake Shack grabbed headlines in late July when it unveiled “Shack Track,” an enhanced digital order and pickup solution spotlighted by the ability to grab food at drive-up window, walk-up window, curbside, or via in-store pickup shelves. The goal being to nurture a multi-format, diversified portfolio capable of thriving in any climate, including a COVID-19 world where contactless ordering reigns.
Since the announcement, Shake Shack has expanded curbside pickup to nearly 40 percent of all corporate domestic stores, the company said Wednesday. Customers pull up the app, find a nearby store, order ahead for curbside pickup, follow in-app instructions, and park. A Shake Shack employee then brings the food out.
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The fast casual said it’s seen “tremendous” initial success with the program. Roughly a third of all app orders at eligible stores are curbside.
CEO Randy Garutti said earlier Shake Shack expected about half of its new class of units in 2021 to feature either a drive-up or walk-up window. The remaining would showcase a combination of enhanced interior pickup curbside and/or dedicated delivery courier pickup areas.
In July, Shake Shack tested curbside at 10 stores with plans to expand to 50 by the end of Q3. The chain had 171 domestic company-run stores as of June 24, meaning 68 or so currently feature the option.
Shake Shack expected to retrofit Shack Tracks to at least eight restaurants in the coming months as well.