Adweek: How Shake Shack Achieved Rock Star Status in the Burger World

Since its debut in 2001, Shake Shack has grown to 100 locations around the world thanks to its cult following. In the past year, the brand has introduced chicken sandwiches to the menu and launched its IPO, with no signs of slowing down. Fans love it for its premium burgers sold cheaply and delivered quickly, and for this reason Shake Shack has been named a disrupter in the fast-food industry. In a recent interview with Adweek, Shake Shack’s VP of Marketing Edwin Bragg discusses the burger joint’s rise to fame and plans for growth.

“People want and expect more in their food options, and they want higher-quality ingredients today, and we're meeting that need,” said Bragg. “We're seeing a generational shift in the expectations of food, and people are loving what we're doing.”

In the fine casual space, Shake Shack sees itself as hospitality minded and community driven, according to Bragg. This is what he believes will help them stand above the rest while keeping an affordable burger on the menu.

A big focus for the brand as they continue to expand quickly is continuing to deliver high-quality ingredients on the menu for their customers at each and every location. “We take our time to work with ranchers and farmers and bakers to help us do that,” says Bragg.