How Shake Shack Protects Its Main Marketing Asset: Its Origin Story

The restaurant chain keeps its past present in its future, says CMO Jay Livingston

Shake Shack had a strange start.

The fast-casual restaurant chain began as a hot dog cart called I ❤ Taxi. Its purpose: raise money to rejuvenate New York City’s Madison Square Park.

Today, Shake Shack is a publicly traded company with more than 350 locations around the world. Together, these stores generated more than $1.1 billion in system-wide sales last year, a 44% increase compared to 2020.

Among the things helping Shake Shack grow is its unusual beginning.

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