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Shake Shack

Replacing Fast Casual With Fine Casual

Product PR, Company PR, Team PR

Uniquely Shake Shack

Shack Shack was born out of a hot dog cart in Madison Square back in 2001 by restaurateur Danny Meyer. Since then, the brand has become a cultural icon in the world of fast casual food - elevating that experience to a new category: fine casual. 


Shake Shack tapped Confidant to help the company drive deeper press stories that showcase the brand’s roots in fine dining and reinforce its “Stand for Something Good” mission. Through feature storytelling with its key people and strategic planning around news announcements, Confidant has won deep dive coverage on Shake Shack’s leaders, global expansion, supply chain, limited edition menu items and workplace policies.