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Millennial Parents Opps: Shake Shack launches social initiative amid focus on pickup & delivery (Score 83)

Update: Circus Maximus, the initiative is part of SS's response to the changes in market conditions due to the global pandemic and part of its desire to bring its consumer community value as they tune into digital spaces more than ever.

SS also temporarily shifted to a "to-go" only model, promoting its pickup and delivery services, and launched new online offerings such as the ShackBurger kit, a DIY meal package.

Read details of the company's recent rise in digital display ad spend in the article below.

SS's increased digital display spend and focus on social media channels will appeal to its target demographic of Gen-Z and millennial parents. Along with digital display, consider offering paid social, podcast and/or OTT ad space. When the company is able to continue its expansion plans, it will enter the following markets: Sarasota, Columbus, Boulder, Denver and Virginia Beach.

Agency & martech readers - We are working hard to determine whether SS is working with Circus Maximus on an AOR or project basis; we will let you know as we learn more. In the past, Fuzz Productions on digital projects. Thus, we believe you have a shot at securing project-based media duties here.

The article below was originally published on May 8:

Shake Shack (SS) has started utilizing personalized experience and direct marketing to develop stronger connections with its digital customers, according to its Q1 2020 earnings call. The company's execs said to expect increased investment in digital marketing, which we can already see reflected in the spend data below. 

Due to the global pandemic, SS temporarily halted its expansion plans; even though it kept existing restaurant open when it could, those locations shifted to "to-go" only models and focused on pickup and delivery services via it app.

Adbeat estimates out of the $7k spent on digital display ads since May 2018, $5k (71%) was spent after May 2019. It placed 100% of these ads programmatically through Google Display Network onto sites such as ukathletics.com, littlethings.com, chowhound.com, menuism.com and fodors.com. 

iSpot reports no national TV spend data. 

Once SS is able to return to its expansion plans, remember it is planning to enter the following markets: Sarasota, Columbus, Boulder, Denver and Virginia Beach. Those able to help the company reach its target demographic of millennials parents will have an advantage; you may also want to offer local and/or paid social ad space.

Agency & martech readers - Fuzz Productions has also led project-based digital efforts.