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Shake Shack rolls out wider national mobile ordering test

Shake Shack is bringing its mobile ordering test to new locations around the country, gearing up for a proper national release sometime in the near future.

The brand began testing mobile ordering through its first mobile application a few months ago. Now, Shake Shack is taking that capability to a larger number of locations in the United States, outside of the original testing area of New York.

“The Shack App marks a new era for Shake Shack. In creating our first-ever app, we took great care to develop a mobile ordering platform that maintains the high quality our guests have come to know and love, but now just a tap away,” said Randy Garutti, CEO of Shake Shack.

Waiting woes
Shake Shack is one of the most popular burger chains in the country. Its location in Madison Square Park in Manhattan routinely sees lines running all through the park.

Shake Shack has been attempting to cash in on that popularity with the unveiling of its first app, the Shack app, a few months ago.

Along with the app came the option for mobile ordering, a popular feature among mobile-savvy customers who want to skip the lines and just grab their food and go.

The mobile ordering feature was only available at the brand’s Manhattan locations however where Shake Shack saw significant enough success to warrant a wider national test.

The brand is now bringing that wider test to light by enabling mobile ordering at a number of locations around the country and not just in the hub of Manhattan.

Soon, customers in New Jersey, Chicago, Las Vegas, Washington, D.C., Miami, Los Angeles, Minneapolis and the other boroughs of New York city will all get the chance to test out Shake Shack’s mobile ordering capabilities.

App users can choose what item they would like to order as well as customize it and pay for it in advance. Once that is done, they can simply stroll up to the counter and pick up their food.

Mobile ordering
Shake Shack first began testing its mobile ordering capabilities in October at a single location in midtown Manhattan (see story).

With the move to a wider national test, the indication seems to be that Shake Shack has had some success. A full national rollout will likely hinge on the results of the test, but if other chains are any measure to go by, mobile ordering is holding strong as a popular new edition to the commercial experience at many modern food outlets.

McDonald’s just recently broke its silence in regards to mobile ordering, announcing a test as well with a likely full rollout in the future (see story).

With good company by their side, Shake Shack stands to gain much from providing their consumers with a new way to beat the lines and get their food quickly, leveraging mobile to do so.

“We’re meeting people where they are and giving our guests a whole new way to experience Shake Shack,” Mr. Garutti said. “We’ve got a lot to learn, and we intend to take our time listening to our guests and tweaking the app before launching it into additional markets.”