Question · Q4 2025
Peter Saleh asked about the profile of guests utilizing the $1, $3, $5 menu and Shake Shack's ability to retain these customers after promotions conclude. He also requested details on the 2026 marketing strategy, including any differences from 2025 in terms of channels or cadence.
Answer
CEO Rob Lynch stated that guests using the $1, $3, $5 program largely resemble their normal customer base, with existing guests also taking advantage. He highlighted that Shake Shack's discounting is significantly less than the QSR industry average, focusing on strategic, targeted app-exclusive offers that lower customer acquisition costs and drive incremental traffic. Mr. Lynch views this as a continuous growth driver, not temporary. For 2026 marketing, he outlined a shift towards a more balanced approach, increasing top-funnel media to build awareness in new markets while continuing lower-funnel conversion efforts, aiming to appeal to a broad range of guests.
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