Shake Shack – New York’s beloved modern day “roadside” burger stand – expanded into Cleveland in June 2018 with its first Ohio location. The company’s priority goals were to establish brand awareness, drive store traffic and generate sales throughout and beyond opening week through a series of events, including a Housewarming Party, a Soft Opening and an official Grand Opening.

Shake Shack enlisted Sweeney to help plan and execute publicity and media relations, influencer relations, out-of-home advertising, direct mail and VIP/grand opening event management.

Strategies

  • Publicity & Media Relations
  • Influencer Marketing
  • Event Planning
  • Out-of-Home Advertising
  • Direct Mail

Results

Overall, the campaign results in terms of awareness, traffic and sales were impactful.

“A huge thank you for helping us through a successful opening! The team was ALL STAR, waking up early and rocking it with broadcast.”
Abigail Knoff, Senior Manager of Brand

“Awesome. Thank you!”
Kristyn Clark, Senior Manager, Brand Communications

“It was a great opening. Thank you for all your help.”
Laura Enoch, Director of Brand

Media Coverage

  • 20 media outlets covered the Shake Shack story
  • 48 print, TV, radio and digital stories appeared
  • A total of 68,812,191 media impressions were attained

Social Media

  • 22 media posts on Twitter, Facebook, Instagram
  • A total of more than 1,461,430 social impressions

Influencers

  • Key Cleveland influencers attended the VIP event –Foods of Jane, Crave the Land, Eat Drink Cleveland, Cozy in Cle, Cle Food and Kush Food
  • 2-3 Instagram stories posted per influencer during VIP Housewarming party
  • Reached 165,130 total followers

Events

  • More than 300 attended the Housewarming Party
  • More than 700 attended the Soft Opening
  • More than 2,000 attended Grand Opening

Advertising

  • Secured exclusive wallscape in downtown Cleveland
  • Achieved more than 250,000 impressions

Direct Mail

  • Distributed special offer coupon to more than 40,000 residents following official grand opening