""This brand has never had top-of-funnel paid media launched at scale," Lynch said on the company's most recent earnings call. "It's hard to believe, but all the marketing has always been word of mouth, earned media and bottom-funnel ... promo activations, and so we leaned in on making some of these investments and so we're ecstatic with the results.""
""We were investing a lot more in media to drive app downloads, to drive users back into the app," said Lisa Whittaker, Shake Shack's senior director of digital marketing. "As we continue to invest more, how do we ensure that we're spending money on quality traffic? How do we make sure that we're not just wasting money, that we're dropping them into the best experience possible within our app?""
Shake Shack experienced positive same-store sales growth but historically underinvested in advertising relative to larger peers. The brand lacked scaled top-of-funnel paid media and primarily relied on word-of-mouth, earned media, and bottom-funnel promotions. The company increased paid media investment and partnered with Google to use Web To App Connect, AI-powered search optimization, and Performance Max ads. Those tools produced a sixfold increase in app conversions and a 2.5x improvement in return on ad spend. Investments focused on driving app downloads, re-engaging users with quality traffic, and optimizing the in-app experience. The mobile app, launched nationally in 2017, supports long-term growth and extends on-premise hospitality.
Read at Marketing Dive
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