Shake Shack is selling picnic kits at select locations across the country this weekend to help promote its new vegetarian burger and non-dairy desserts.
The $60 kits will only be available on July 29 and 30 and will include two Veggie Shack hamburgers (a patty made with mushrooms, sweet potatoes, carrots, farro, and quinoa on a toasted potato roll with American cheese, pickles, onion rings, and Shack Sauce) and a pint of the chain’s non-dairy chocolate custard made with NotMilk (which has a base of sunflower oil and pea protein).
The baskets can be reserved at a Shake Shack microsite and picked up at the following 10 locations:
Atlanta, Piedmont Park
Chicago Athletic Association Hotel
Washington, D.C., at The Wharf
Los Angeles, Santa Monica
New York City, Madison Square Park
San Antonio, Breckenridge Park
San Francisco, Cow Hollow
St. Louis, Central West End
Those meatless and dairy-free menu items were introduced in early May. Shake Shack had a vegetarian burger before the launch of the Veggie Shack. The new item replaced the previous one.
The basket will also contain two orders of crinkle cut fries, choice of two lemonades, a Dock & Bay picnic blanket, a S’well ice cream chiller, an ice cream scooper, Supergoop! Play Sunscreen, a frisbee, playing cards, a Bluetooth speaker, bamboo dishware and utensils, and custom cloth napkins.
Shake Shack said the picnic set has a retail value of more than $250.
The chain’s chief marketing officer, Jay Livingston, said the picnic-oriented offer ties into the heritage of Shake Shack, which started in a park in New York City.
“Now that our delicious new veggie burger and creamy non-dairy frozen custard are core menu staples nationwide, we’re bringing Shack fans a next level experience that draws inspiration from our roots – Madison Square Park – with a picnic kit that comes with everything you need to ‘veg out’ at the park, in NYC, and across the country!” he said in a statement.
The chain also is offering free shakes nationwide with the order of a Veggie Shack via the chain’s app or its website, shakeshack.com, with the code VEGGIETIME, through July 30.
New York City-based Shake Shack had 449 restaurants systemwide as of March 29.
Contact Bret Thorn at [email protected]