""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 increased paid-media investment after historically relying on word-of-mouth, earned media and bottom-funnel promotions. A partnership with Google using Web To App Connect, AI-powered search optimization and Performance Max ads drove a sixfold rise in app conversions and a 2.5x improvement in return on ad spend. The company focused media spend on driving app downloads and re-engaging users while prioritizing quality traffic and seamless in-app experiences. The mobile app, launched nationally in 2017, became a strategic asset for first-party data and long-term growth amid a pandemic-driven shift toward digital ordering.
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