Shake Shack (NYSE: SHAK) has launched its very own in-app delivery service in partnership with UberEats (NYSE: UBER). The fast casual restaurant chain aims to enhance its profile within a competitive market, as customers lean towards digital orders. The launch follows pilots done in both Miami and New York.
When placing an order via Shake Shack’s app customers will be able to track it in real time. The app will charge a USD0.99 flat delivery fee, unless the order is more than USD35, in which case delivery would be free of charge.
“We found that they could do this incredibly well through this year, especially in the places where we’re strongest,” CEO Randy Garutti said of its decision to partner with UberEats. He added that UberEats provided “the ability to customize the experience for our guests, and for their strong courier coverage in our key markets.”
Shake Shack opened its doors in 2004 and has since expanded to over 310 restaurants within 30 U.S states as well as 120 international locations.
Amid the ongoing covid pandemic, the company experienced a 27.8% fall during its fourth-quarter earnings report. However, Garutti believes that pursuing digital innovation will attract more diners.
“A winning guest experience is reliant on best-in-class digital products and tools, and we’ll continue to invest there,” Garutti said.
“As we look to the future, we’ll continue to further our digital transformation, meeting our guests where they are, on their terms, while staying committed to the values Shake Shack has always stood for,” he added.
Shares are up 235% compared to the previous year and closed at USD122.74 per share on Tuesday.