In December 2018, Shake Shack relaunched the Shack App, in collaboration with development agency Fuzz, with a redesigned guest check out experience and a new look and feel that specifically address convenience and personalization. Released just under two years ago, the Shack App started as a way to offer our guests a more seamless Shake Shack experience by allowing them to order ahead, schedule a pickup time and cut the infamous line. Shake Shack guests immediately loved it, and the company continues to see their percentage of digital sales grow, especially at consumers' preference to order online is growing. Given this, Shake Shack decided to invest in a redesign that would optimize the overall user experience and expand their ability to personally connect with guests.
Shake Shack's main goal with redesigning the app was to mirror the best possible in-person Shack experience complete with easy ordering and endless hospitality. Using guest feedback, Shake Shack was able to transcend the in-store experience through the digital sphere. Some key features that were improved upon and launched with the app redesign:
Since releasing the new Shack App, Shake Shack has seen an increase in downloads, new accounts created and conversion rates. Shake Shack continues to see the app channel grow as a percentage of total sales with a higher average check than in-store orders.
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