Shake Shack’s Valentine’s Day Campaign Spotlights Korean Culture
For its Valentine’s Day campaign, which begins next week, Shake Shack continues to highlight Korean culture and community through experiential marketing with its menu.
Shake Shack plans to revamp selected tables at several locations across seven cities, offering patrons the ultimate date night or friends’ night out experience. This initiative includes table service, the use of real plates and glassware, ambient candlelight, elegant floral arrangements, and the introduction of two prix fixe tasting menus: “Swicy Date Night” and “Umami Dinner Party.”
According to Mike McGarry, VP of Brand Marketing at Shake Shack, guests have consistently expressed their appreciation for unique culinary experiences offered by the brand. McGarry noted that the combination of Valentine’s Day and the limited-time Korean Style menu presented an ideal opportunity to highlight Shake Shack’s commitment to high-quality ingredients, innovation, culinary expertise, and exceptional hospitality.
Shake Shack took on activations like the Super Mario Bros. Movie and Trolls last year as part of its experimental initiatives to engage its core audience and attract new customers who had never tried the brand before.
“Our audience is culturally dialed in, creative and influential and they’re the ones that determine what is a “must check out” for their friend groups,” he said. “Our goal with experimental is to reach new audiences while educating around our brand and our values in an immersive, engaging way.”
The brand is promoting its experimental campaign by leveraging its social media channels to offer its most dedicated fans the opportunity to reserve a spot. Through engaging posts on its own social media channels showcasing the Swicy Date Nights or Umami Dinner Parties, the campaign aims to generate excitement among potential guests. Additionally, Shake Shack is targeting audiences in or near the participating cities through regional-focused email marketing campaigns.
Although Shake Shack will not advertise on social media during the Super Bowl, they will join the conversation on key moments organically.
“We don’t have big plans for the Super Bowl, but we plan to keep our ears to the ground and a close eye on social media should we feel compelled to join in the conversation or comment on something that Taylor’s eating,” said McGarry.
Molly Barth, Senior Cultural Strategist at Sparks & Honey, notes Shake Shack has consistently maintained a “small business mindset” despite its significant corporate growth, emphasizing its commitment to connecting directly with customers. She highlights the launch of Shake Shack’s Innovation Kitchen in the West Village as evidence of this approach, enabling the brand to innovate quickly and engage with the local community on a smaller scale.
“More broadly in restaurant culture I think we’re seeing the blurring of fast casual and fine dining. These elevated and experiential offerings from Shake Shack drive home a premium experience, even if it is at a lower price point, and attracts guests who may be looking to trade down from full-service restaurants due to inflationary concerns,” said Barth.
