Shake Shack is Set to Debut an Official Cookbook
Katherine Pendrill — September 8, 2016 — Marketing
References: eater
The popular burger chain Shake Shack recently announced that it will be releasing an official cookbook that will allow its loyal customers to enjoy their favorite Shake Shack dishes in the comfort of their own home.
While Shake Shack originally began as a humble food cart stationed in Madison Square Park, the company has quickly grown to become one of America's most beloved burger joints. Now the company is expanding its empire even further with an official cookbook that will feature "recipes and stories to bring the Shake Shack experience home." The book will be authored by company CEO Randy Garutti and culinary director Mark Rosati to ensure that the contents will accurately convey the brand's identity.
While there is no official release date for the cookbook at this time, the project demonstrates how fast food purveyors can expand their brand beyond the restaurant world.
While Shake Shack originally began as a humble food cart stationed in Madison Square Park, the company has quickly grown to become one of America's most beloved burger joints. Now the company is expanding its empire even further with an official cookbook that will feature "recipes and stories to bring the Shake Shack experience home." The book will be authored by company CEO Randy Garutti and culinary director Mark Rosati to ensure that the contents will accurately convey the brand's identity.
While there is no official release date for the cookbook at this time, the project demonstrates how fast food purveyors can expand their brand beyond the restaurant world.
Trend Themes
1. Burger Chain-branded Cookbooks - Opportunity for fast food chains to create cookbooks that bring the restaurant experience into consumers' homes.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore partnerships with popular chains to create branded cookbooks.
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