Shake Shack CMO on the Importance of Combining Emotion and Data to Scale Your Business

Jay Livingston shares how the brand expedited their longterm digital strategy during the pandemic

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In 2001, Shake Shack started out as one hot dog cart in Madison Square Park, but over the last 20 years, it has become one of the most iconic fast casual restaurants in America with 300+ locations around the world.

When the pandemic hit, the restaurant chain known for its burgers and shakes lost 85% of their sales within a week. This caused the brand to pivot rapidly to digital and expedite their entire digital strategy. Shake Shack not only survived the pandemic, but thrived by adding more than 2 million customers to its mobile app experience over the past year.

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