We discover Shake Shack’s concrete secret to shaking up traditional restaurant marketing, generating over $ 334,174,807 in revenue this year alone,
Let’s take a detailed look at Shake Shack’s restaurant marketing plan to see what they’ve done to achieve an 89,600% ROI. Best of all, each strategy can be used by your restaurant to massively increase your own income.
How exactly does the marketing plan of a large burger chain apply to you? Well, what’s so special about Shake Shack’s marketing plan for restaurants is that according to eMarketerRETAIL.com their marketing budget for 2017 was only $ 400,000, with revenues of $ 358,800,000. . That’s a return on investment of 89,600%. Not bad!
It all comes down to their big marketing secret. Reported by Fast Company, Edwin Bragg, who was Shake Shack’s vice president of marketing and communications, said their motto is “The bigger we grow, the more we need to act.” This means a continued focus on being local, personal, and getting involved in the community All the things you can do too.
We can’t promise you hundreds of millions of dollars in revenue, but by applying the following six Shake Shack Restaurant Marketing Strategy Tips, you can dramatically increase your ROI on your marketing spend, up to 10%. 000 percent. If it worked for Shake Shack, it may work for you.
1. Give dogs a bone
Yes, we are talking about dog food, and yes, it is weird. But there is method to the madness. Shake Shack has cleverly taken advantage of the fact that people are crazy about their dogs, allowing them to connect with customers on an emotional level that no other fast food franchise has.
Shake Shack has a special dog-only menu right next to their human food menu. “Pooch-ini” is ice cream and dog biscuits, and “Bag O ‘Bones” is a bag of these dog biscuits.
This is all about emotionally connecting with customers and making them loyal and loyal. In caring for clients’ dogs, there is a real “they understand me, they are like me” bond between Shake Shack and their clients. According to Big Hospitality, good food is only the second most important thing when customers choose a restaurant. The number one thing was service, so it’s little touches like this in their restaurant marketing plan that make a huge difference in keeping customers coming back for more.
RJ Metrics reports that loyal customers spend 300% more, so it’s a great idea to create loyal customers. Treat your customers to a dog bag or special dog treats and follow the example of Shake Shack.
2. Ditch local newspapers and magazines / traditional advertising
This goes against traditional marketing, but just like Shake Shack, we’re all about new solutions for better ROI. Ultimately, newspapers, radio, TV, and magazines are the most expensive form of advertising you can get. And knowing whether or not they actually work can be difficult to do.
The main reason that Shake Shack’s marketing budget is so low is that they don’t do any traditional and expensive advertising and marketing. Instead, they focus on digital strategies that are a fraction of the cost, and you can directly measure their effectiveness.
This helps reduce overheads and maximize their return on investment. All the things that will benefit your bottom line. We’re talking about two digital strategies you can apply below.
3. Make customers famous on your Instagram
We talked about the dog menu above. This is a great example of a Shake Shack engaging with customers without having to rely on expensive traditional media for their restaurant marketing plan. It really demonstrates the power of simple pictures and talking to customers at their level.
People with dogs love to take pictures of their dogs. They like it even more if other people look at pictures of their dogs. When people give their Shake Shack treats to their lucky puppies, they can’t contain the cuteness and just have to post them on Instagram.
Shake Shack’s Instagram often posts customers’ dogs eating their dog treats, typically getting more likes than their other photos. They link back to the owner’s Instagram page (or even the dog’s Instagram page!) To make them Shake Shack celebrities. It’s free advertising and it strengthens that emotional connection that we talked about before.
The other thing people love to take pictures of is food. Encourage your customers to post photos of your delicious meals and pick a winner once a week / month for a free meal.
As Edwin Bragg said at the ANA Masters of Marketers conference in Orlando, “A central part of our marketing success is active dialogue with our community. Our fans help us tell our story.
It doesn’t cost you anything other than your time, and it’s a great way to engage customers and bring them in night after night. The Bain and Company consulting firm has found that keeping just five percent of your customer base will increase your bottom line by 75 percent. It’s smart marketing.
4. Attract new customers with email marketing
What’s a hip, millennial-focused fast food chain that uses boring old email? Well, because it’s effective – very effective. CampaignMonitor.com claims that for every $ 1 spent, it generates $ 38 in revenue. That’s a yield of 3,700%.
Let’s take a look at how Shake Shack organizes their emails for maximum engagement and ROI.
The first thing you see is a delicious picture. It triggers all kinds of excitement in the brain, but more importantly, it gets their attention better than any word.
The green title is simple, but keeps the interest.
The text below is also simple, but more importantly, it’s written in the language that appeals to their target market. It’s personal.
There is a big touch button to take the survey on their new burger. It’s easy to tap on a mobile device and is a clear call to action for the reader.
There is also a link to their app to turn engagement into income. You can link to your menu or website here to achieve the same result.
Again, this strategy only costs your time, so you don’t need to spend a lot of money. Here you can see email templates that will allow you to achieve a 3,700% ROI on your email marketing spend.
5. Be proudly local
It doesn’t matter if Shake Shack is in Dallas, Texas, or Istanbul, Turkey, every restaurant has a unique twist for the city it’s located in. Chicago offers life-size sliding puzzles and West Hollywood has an art installation. In Detroit, they have local beers and a location specific dessert, in this case ice cream concrete.
Again, it’s about creating emotional engagement with their customers. No sleek corporate design, but rather slightly quirky things that reflect the community they find themselves in.
You can do the same with some local memorabilia such as old sports photos or great news from the past in your community. You can even extract the first photo you took outside of your restaurant.
This fits with Shake Shack’s central theme of connecting with your customers on an emotional level and creating a conversation. Social Media Today tells us that brands that connect emotionally receive 200% more word of mouth marketing from their customers.
It’s a really easy way to get massive amounts of valuable word of mouth marketing while still making your restaurant a more interesting place.
6. Get involved in your community
Shake Shack goes to great lengths to be, as they say, “good neighbors”. From the Shake Shack website: “We strive to be the best employers and citizens in every neighborhood we live in. Each cabin donates five percent of sales of a specific concrete to a local charitable partner.
They also run their free Shack Track and Field community fitness program, which, you guessed it, engages their clients on a local and emotional level. They actively participate in their community.
Why? They aren’t just nice for fun. SDL brand experts have found that 58% of customers will share positive experiences with a business on social media. Simple and effective marketing, while doing good in their communities.
To be like Shake Shack, contact your community; you can sponsor local sports teams or support school fundraisers with meal vouchers.
Talk to your customers, learn about local opportunities, and help where you can. It costs virtually nothing compared to traditional media. Invest your time in your community and they’ll pay you back with full tables.
Six Simple Restaurant Marketing Ideas. An emphasis on being local, personal and being involved in the community. All of this has led to over $ 334,174,807 in revenue this year for Shake Shack, and it continues to climb. All from a very small marketing budget.
Using these simple and inexpensive marketing strategies, Shack Shack achieves an 89,600% marketing ROI.
Start now with just one of these ideas, follow it, and you’ll copy America’s restaurant marketing rockstar’s exact marketing strategy.
What do you wait, there is no time like the present – get out there and see if you can beat Shake Shack’s 89,600% return, to boost your restaurant’s revenue through the roof.