It’s one of the newest major names in the fast-casual burger field, and Shake Shack has already shook up a lot of customers.
Now, it’s about to do some further shaking as it introduces a new mobile app, complete with mobile payments system, that gives customers a set of new options and makes it a little easier to get a little Shake Shack.
The app, designed for iOS users—there’s no sign as yet of this going to Android, though Android app development commonly takes longer thanks to the number of platforms using Android—allows guests to place and pay for an order via the app, while also allowing them to pick up the order at the Midtown East location.
The downside here is that’s the only Shake Shack location that will allow the order completion process to go through, so for anyone not in Manhattan, you’re in for a drive.
Naturally, that’s not all that’s in play with the Shake Shack app; standard fare like location finders, past order database, nutritional information, and even a public message board so that Shake Shack fans can talk all things Shake Shack. Those hoping for more locations will be a bit disappointed as there’s no word of expansion.
Shake Shack CEO Randy Garutti noted “We’re meeting people where they are and giving our guests a whole new way to experience Shake Shack. 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.”
This isn’t anything particularly new or innovative, but it’s an opportunity that most every restaurant should undertake. People like convenience, and though convenience by itself is a great market draw, it’s not always enough by itself.
One of the things Shake Shack will hopefully learn from this venture is that there always needs to be a little something extra with a payment app. There wasn’t mention of a loyalty program included, but hopefully that’s a step coming up next.
Regardless, it’s good to see that Shake Shack is stepping up into the mobile payments arena; it likely won’t be the last, but the more businesses get involved with mobile payments, the better off we all are with greater convenience and more options.