by Teresa Buyikian
Source: www.mediapost.com, May 2024
Shake Shack continues to shake things up in the burger wars, launching a classic summer BBQ burger menu for those not inclined to fire up the BBQ themselves.
The new line-up, available nationwide May 24 for a limited time, highlights two different types of BBQ flavors.
The Smoky Classic BBQ Burger (also known as the Red Burger) features American cheese, applewood-smoked bacon, pickles, crispy onions and Shake Shack’s smoky BBQ sauce on a toasted potato bun. The new Carolina BBQ Burger with Fried Pickles (also known as the Gold Burger) features pepper jack cheese, applewood-smoked bacon and Shake Shack’s new tangy-sweet Carolina-style BBQ sauce, also on a toasted potato bun.
“It really comes down to taste,” Shake Shack Vice President of Brand Marketing Mike McGarry told Marketing Daily on the choice of BBQ for the summer menu. “Both the classic BBQ sauce and Carolina style pair perfectly with our 100% Angus beef blend. When we shared these burgers with some of our biggest fans the feedback was great. It hit the perfect note of finding a familiar classic and using our culinary chops to elevate it.”
Customers can also add sides like the new BBQ Fries and BBQ Cheese Fries, with BBQ seasoning and served with a choice of Shack BBQ or Carolina BBQ sauce.
As far as marketing the new BBQ offering goes, McGarry hinted at a yet-to-be-announced collaboration. “From curated creator partnerships that live across social channels to one of the most unexpected partnerships the category has seen, we will ensure Shake Shack and BBQ sauce fans know about our BBQ menu.”
Shake Shack fans can get early access to the new burgers before Friday by ordering through the chain’s app.
