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Shake Shack's avocado menu

Shake Shack searches for ‘chief avocado officer’

The marketing campaign highlights the chain’s burger and chicken sandwich that feature the sliced fruit

Shake Shack is promoting its freshly sliced avocado by searching for a “chief avocado officer,” a fan of the fruit who will receive thousands of dollars in food and merchandise.

A successful candidate for the position must apply by 11:59 p.m. Pacific Time on Friday, August 18, listing three qualifications for the position and a love letter to an avocado using whatever medium (photos, song, video, poem etc.) they like.

The winner will receive a chief avocado officer uniform in the form of Shake Shack merchandise, free Shake Shack food for a year in the form of $900 in Shake Shack gift cards, and a $3,000 “avocado stipend” provided as American Express gift cards.

Additionally, the winner will meet with an unnamed Shake Shack “leader” to learn about the chain’s avocado suppliers and selection process, and be treated to a private tasting of the chain’s avocado menu at their local Shake Shack, including a round-trip Uber ride share credit of up to $50.

The avocado menu is comprised of the chain’s Avocado Bacon Burger — a beef patty topped with sliced avocado, bacon, and its proprietary ShackSauce — and its Avocado Bacon Chicken sandwich, which is a breaded and fried chicken breast with avocado, bacon, lettuce, pickles, and buttermilk herb mayonnaise.

Applicants must live within 25 miles of a Shake Shack location, excluding licensed locations at airports, stadiums, travel plazas, and museums.

Shake Shack promoted the position on LinkedIn and Instagram.

The New York City-based fast-casual chain started testing avocados from April through June of 2021, when it started offering the burger and chicken sandwich, and also allowed guests to add sliced avocado to any other menu item for $1.25.

As of the end of June, there were 471 Shake Shack restaurants worldwide.

Contact Bret Thorn at [email protected] 

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