Description

Exercise 1 – Shake Shack Case Study Shake Shack Historical Background:

• Shake Shack (Shake Shack) was founded by Danny Meyer in 2001 as a hot dog stand in Madison Square Park, a popular public area in Manhattan, New York City.

• In 2004, added hamburgers to its menu and rebranded Shake Shack as a “modern day ‘roadside’ burger stand serving a classic American menu of premium burgers, hot dogs, crinkle-cut fries, shakes, frozen custard, beer and ”

• Shake Shack works to fulfill its mission: “Stand for Something Good.”

• Employees are given priority over other stakeholders and treated well by the company.

• Employees are expected to treat Shake Shack customers well.

• The company supports various causes including hunger relief, arts, culture, education, and particularly sustainability initiatives.

• The company is also attentive toward recycling and separating waste post collection to ensure that appropriate recycling practices were followed.

• Although Shake Shack took great steps to ensure that it was an environmentally conscious company, the production of its main offering—the hamburger—was extremely damaging to the environment.

• Grazing cattle for beef and dairy resulted in the emission of a significant amount of greenhouse gases, estimated at 4 per cent of total worldwide greenhouse gas emissions. A significant amount of land, water, and energy was also dedicated to producing beef.

• In 2009, plant based beef alternatives began to gain traction with consumers.

• Three alternatives to traditional meat which have emerged—plant-based meat, laboratory (lab) meat, and insect protein—all of which were significantly more environmentally friendly than grazing cattle and eliminated (or greatly reduced) the slaughtering of However, none of these alternatives had managed to gain significant traction among consumers.

• Shake Shack is carefully consider whether to move away from traditional meat products, and if so, which of the available alternative protein sources to pursue.

1. Is Shake Shack an environmentally friendly company?
2. Should Shake Shack shift away from primarily offering beef hamburgers to offering hamburgers made from plant-based meat, lab meat, or insect protein?
3. If you think that Shake Shack should shift away from beef hamburgers, when should the company make this shift?
4. What promotional tactics do you recommend for companies that are trying to introduce alternative meat products?

Empty heading