Shake Shack is celebrating its roots in New York City’s Madison Square Park by inviting customers to come by for a “Veg Out” picnic this weekend.
The park is the location of the original Shack, which was actually a snack bar-style structure with no seating that drew long lines of customers since opening day in 2004. But the picnic kit is available at 10 participating Shake Shacks across the country.
The New York City-based fast casual is taking the opportunity in July—dubbed “National Picnic Month”—to promote its plant-based Veggie Shack burger that rolled out nationally in May. The burger is made with mushrooms, sweet potatoes, carrots and grains instead of the more commonly used processed alternative meats.
Shake Shack's Veg Out picnic promotes its new plant-based offerings—a veggie burger and non-dairy frozen custard. | Photo courtesy of Shake Shack.
The Veg Out picnic kit for two comes with a duo of Veggie Shacks, a pint of Non-Dairy Chocolate Frozen Custard made with plant-based milk, fries and lemonades, along with bamboo utensils and dishware, cloth napkins, a frisbee, a deck of playing cards and branded picnic gear. There’s a Dock & Bay picnic blanket, Supergoop! play sunscreen, S’well ice cream chiller and a Bluetooth speaker, all packed into a picnic basket. The price is $60 for $250 worth of stuff, according to Shake Shack.
“Now that our delicious new veggie burger and creamy non-dairy frozen custard are core menu staples nationwide, we’re bringing Shack fans a next level experience that draws inspiration from our roots—Madison Square Park—with a picnic kit that comes with everything you need to ‘veg out’ at the park, in NYC, and across the country,” said Jay Livingston, Shake Shack CMO, in a statement.
Starting Tuesday, the picnic packs can be reserved in advance on a microsite to be picked up at one of the participating locations on Saturday or Sunday.
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