To make its food more accessible to consumers via an increasing number of channels, Shake Shack has entered into an integrated partnership with Grubhub. The online and mobile food ordering and delivery marketplace, as well as its Seamless brand, will be the national delivery partner of Shake Shack, with direct-to-POS integration for order submission as well as menu syncing, the burger chain said in an announcement.
Shake Shack CEO Randy Garutti said in the announcement, “Shake Shack is experiencing incredible growth. Now more than ever, we’re doubling down on our commitment to be an accessible, omnichannel business.”
Through Grubhub’s “Just in Time” technology, pickups will be timed to the moment an order is ready to help ensure fresher food, quicker delivery and a better guest experience. The burger chain will have access tools to look into performance as well as ordering trends.
The restaurant company will also benefit from dedicated resources for customer and operational support provided by Grubhub’s enterprise support team. The two firms will also engage in joint marketing initiatives that “will generate connections with new guests and drive order frequency for existing fans,” according to the announcement.
Delivery of Shake Shack via Grubhub and Seamless is currently in test mode, and is available to guests at a small number of restaurant locations. A nationwide rollout will “continue gradually” over the next two to three quarters, bringing the company’s menu items – such as the ShackBurger, frozen custard shakes, Chick’n Shack and crinkle-cut fries – to more customers “whenever and however they want it,” per the announcement.
Grubhub Founder and CEO Matt Maloney said in the announcement, “Shake Shack is one of the country’s most iconic brands, and we’re thrilled they chose Grubhub as their exclusive integration and marketing partner to make Shake Shack accessible to more people – not only in their flagship market of New York City, but across the country – through our leading network of more than 20 million diners.