Gen-Z Digital Opps: Shake Shack expands into the gaming world as digital spend spikes

Sales Lead: In a new push to reach Gen-Z, Shake Shack (SS) entered the gaming world via a new restaurant in The Sims 4.

  • The company is also teaming up with influencers such as Twitch streamer KelseyDangerous, who released a two-hour sponsored livestream for SS.
  • The company will likely:
    • Continue shifting its strategy to more effectively generate brand awareness among Gen-Z
      • This means that its digital spend will probably continue increasing.
    • Team up with similar popular online content creators
  • Target demographic
    • Gen-Z

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: SS has spent roughly $5m on digital ads YTD, almost double the roughly $2.8m spent in all of 2021.
    • YTD data: So far this year, the company has earned around 654.3m digital impressions via Instagram (64%), Facebook (34%), and desktop display (1%) ads.
    • Last year: In 2021, SS spent approximately $2.8m on digital ads, more than 4x the approximately $350.6k spent in 2020.
  • Additional channel insights  
    • The company also utilizes OOH and experiential.

Additional agency insights:

  • Opportunity: Get in touch soon to see if SS needs agency partners to handle PR and/or media services.
    • ​​​​​​​The company doesn't seem to currently outsource these duties.
  • Current agency roster:

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.​​​​​​​