Andrew Charles's questions to Shake Shack Inc (SHAK) leadership • Q3 2024
Question
Andrew Charles of TD Cowen asked about the new brand campaign, inquiring if it drove outperformance in New York and Miami and what criteria are needed for a broader rollout.
Answer
CEO Rob Lynch explained the campaign was a strategic, non-promotional effort to build long-term brand equity and differentiation, even in a mature market like New York. He confirmed they are seeing positive movement on marketing metrics like awareness and consideration, and the analysis of its sales impact will guide how the campaign is scaled in the future.