Carl Orsbourn and Meredith Sandland, contributors to Nation’s Restaurant News’ Speakerbox byline series and authors of the books “Delivering the Digital Restaurant” and “The Path to Digital Maturity,” joined NRN live at our recent CREATE Experience in Palm Springs, recording episodes for their podcast The Digital Restaurant.
In the next episode — the sixth of eight bonus episodes where they explore with special guests each chapter of “The Path to Digital Maturity” — Orsbourn and Sandland interview Steph So, the Head of Digital at Shake Shack. With a rich background in e-commerce spanning across various industries, So brings a unique perspective to the fast-casual dining scene. Shake Shack, a leader in innovation within the restaurant space, has been a trailblazer in integrating hospitality into the fast-casual setting.
So joined Sandland and Orsbourn to discusses the brand's focus on creating an "enlightened experience" for guests, whether they're ordering from a kiosk, through the app, or in person. A remarkable 57% of Shake Shack's Q1 2023 sales were digital, a testament to the success of its digital strategy. So emphasizes the importance of removing friction from the digital experience, ensuring that it's intuitive and quick, yet still maintains a personal touch. She shares insights on how automation has enhanced the role of team members, allowing them to focus more on guest experiences rather than just transactional duties.
Another critical aspect discussed is the omnichannel approach of Shake Shack. Understanding that guests have different preferences, Shake Shack aims to provide a consistent, high-quality experience across all channels, whether it's in-store, via the app, or through delivery. Loyalty and guest centricity are also key themes. So talks about Shake Shack’s approach to loyalty programs, focusing more on offering experiences rather than just discounts. She highlights the importance of personalizing guest interactions and how they use data to tailor experiences, driving both loyalty and frequency. Finally, So touches on the backend operations, explaining how they integrate various digital ordering systems to maintain accuracy and efficiency.
Stream the episode below. For more episodes in the series, click on the below links:
- Episode 1: How to be found on DoorDash
- Episode 2: Converting fans through first-party channels
- Episode 3: Mastering the art of data
- Episode 4: Optimizing your store throughput
- Episode 5: Exploring the potential of virtual brands
AUTHOR BIO
Meredith Sandland and Carl Orsbourn are co-authors of “Delivering the Digital Restaurant: Your Roadmap to the Future of Food” and “Delivering the Digital Restaurant: The Path to Digital Maturity.” After each spent 20-plus years in corporate strategy and retail food, Meredith and Carl each concluded that food in America was changing. They left their corporate jobs in search of innovation that would transform the restaurant industry. Ghost kitchens, virtual brands, digital marketing, the gig economy and lean operations are at the heart of the future they envision. Carl is the COO of Juicer, a restaurant dynamic pricing company. Meredith is the CEO of Empower Delivery, software that powers delivery-centric kitchens. Subscribe to their newsletter and podcast at deliveringthedigitalrestaurant.com.