Shake Shack tests mobile ordering

Designed on Apple’s iOS platform, the Shack App invites guests to place orders through their smart phone, and pick up meals at its “Midtown East Shack” in New York City. This single location test will be ongoing.

Once guests place an order and choose an available pickup time, their meal is cooked-to-order and timed to their arrival. By establishing pick-up times in 15-minute increments, the chain expects to drive shorter pick up times, a company statement said.

“We’re meeting people where they are and giving our guests a whole new way to experience Shake Shack,” said Randy Garutti, Shake Shack’s CEO. “We’ve got a lot to learn. We intend to take our time listening to our guests, and tweaking the app before launching it in additional markets.”

The app features the Shack’s signature menu favorites, as well as a location finder, a database of past orders, and a menu of nutritional information. It also keeps users abreast of the latest events and promotions, access to traffic spikes before placing an order, and connects guests to all Shake Shack social media channels to share feedback.

The chain did not reveal a timeframe of when it plans to expand the test.