Sure, Shake Shack sales volume per store are
impressive today averaging $4.6 Million per unit in Q4 2018. They did that by offering a ‘better burger’
and you can get anywhere else. Ok, so
now what as Steven Johnson, Grocerant Guru® at Tacoma, WA
based Foodservice Solutions®.
The problem is Shake
Shack is now running into the same problem Whole
Foods, Pappadeaux Seafood Kitchen,
and all other specialty food retailers find after several years of successful growth.
Shake Shack caters to an urban lifestyle consumers with more disposal income
and consumers with more exposure to fresh food fare according to Johnson; the
problem is those consumers are limited in numbers.
So, when Shake Shack announced that will
be rolling out two food trucks—one in the greater tri-state area (NY, NJ, CT +
PA) and one in the Atlanta metro area we ask Why? Do they think they can
sustain growth in the suburbs? That is
highly unlikely unless they reduce the average check size substantially.
Sure, fans
of Shake Shack can book the truck at www.shakeshack.com/truck by
simply filling out the form with their name, email address and event details.
The Food Truck menu is customizable based on the event, and can include Shack
classics like the ShackBurger, Chick’n Shack, ‘Shroom Burger, fries and
shakes. Pricing is based on the duration of the event and the number of
estimated people in attendance.
We ask
will that drive sales, build buzz, or simply put Shake Shack in the same league
as Red Robin and Burger King? What is
Shake Shack’s goal? Drive Growth, Drive Profits, Drive Brand Buzz and at what
cost?
The truth
is the next 15 years growth in urban communities will outpace that of the
suburbs for most branded food growth according to Johnson. Who, continued saying urban brands growth needs
to be focused on urban customers.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions®
of Tacoma WA is the global leader in
the Grocerant niche visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/
or www.twitter.com/grocerant/
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