Shake Shack is making big moves to make ordering food quicker, more accurate, and more convenient for its customers. With over 350 locations across the U.S., the company is working hard to improve how it serves guests, especially through drive-thrus and digital upgrades. Here’s a closer look at what changes are happening and how they compare to what other fast food brands like McDonald’s and Wendy’s are doing.
Improving Speed and Service Quality
Shake Shack’s CEO, Rob Lynch, recently shared during an earnings call that the company is seeing progress. Over the past five financial quarters, Shake Shack has become faster and more accurate with orders. In 2024 alone, the average wait time for an order dropped by a whole minute.
Even though service speed is improving, Lynch made it clear that customer happiness is still their top focus. He said, “While we’ve gotten more productive, we’ve also increased our guest satisfaction. That is our number one priority.”
New Drive-Thru Combos and Digital Menu Boards
To make things even better for customers, Shake Shack is adding drive-thru-only combo meals and digital menu boards. These combos are currently only available at drive-thru locations, but they might be added to inside kiosks or restaurant counters later on.
Lynch said the company wants to see how well these combos perform in drive-thru restaurants before expanding them. As of the end of 2024, Shake Shack had over 39 drive-thru locations.
The drive-thru model is still fairly new for Shake Shack, and the company admits it’s not perfect yet. Some customers have complained about wait times. That’s why Shake Shack has been testing different ways to speed things up.
Why It Takes a Bit Longer at Shake Shack
Lynch explained that Shake Shack’s food takes a bit longer to make than other fast food chains. He added that even though their guests sometimes get impatient, it’s because they expect quality. “We’ve tested a lot of different models to try and improve a unique drive-thru dynamic,” he said.
Still, the improvements seem to be working. Shake Shack reported a 10.5% increase in revenue, reaching $320.9 million. However, they also saw a 4.6% drop in customer visits, which they believe is due to economic uncertainty and changes in spending habits.
Confidence in the Future
Despite fewer customers walking in, the company is hopeful about the future. Lynch said they are getting better every day and working on ways to cut costs, serve better food, and make the customer experience top-notch.
“I’m extremely excited about the potential that lies ahead,” he said confidently.
Fast Food Competition: What Others Are Doing
Shake Shack isn’t the only one making changes. McDonald’s recently reintroduced its McCrispy Strips, available in three-piece or four-piece combos. These chicken strips are crispy, juicy, and peppery—and fans are excited.
Even more exciting, McDonald’s may bring back its famous Snack Wraps using these strips.
Taco Bell is also jumping in. Last month, it made a fan-favorite menu item permanent due to high demand. Meanwhile, Wendy’s is rolling out Frosty Fusions in May.
Shake Shack is clearly working hard to stay competitive in the fast food game. With faster service, new drive-thru combos, and high-quality food, the brand is focusing on keeping customers happy. Although there are still a few issues to fix, the improvements show that Shake Shack is serious about growing and giving people a better experience.
