At Shake Shack, innovation begins with guest insights

Menu Talk

Shake Shack takes pride in being the first in its category to launch on-trend menu items, according to Nancy Combs, SVP of culinary and calendar innovation at the fast casual.

Although Shake Shack was founded in New York City by Danny Meyer and his Union Square Hospitality Group in 2001 and still has headquarters in the Big Apple, the chain recently built a second headquarters in Atlanta. Combs is based down South, where she oversees a state-of-the-art test kitchen that opened earlier this year.

Guest insights drive menu development, she said, which is focused on Shake Shack’s core menu of burgers, shakes, fries, chicken sandwiches and hot dogs. But the team of chefs is always thinking outside the box, like the new onion rings launched in September as part of a larger French onion soup-inspired menu rollout. And in the Spring, the chain was one of the first to jump on the Dubai chocolate trend with the debut of its Dubai Chocolate Shake.

Combs said at the end of the day, everything she and the culinary team introduce is something they would be proud to eat themselves. Listen as she shares Shake Shack’s menu strategy, how innovation differentiates the brand in a crowded segment and what’s next on the calendar.

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