OPINIONMarketing

Shake Shack wants a spring in its step

Marketing Bites: The burger chain is counting down to warmer weather, restaurants look to soften the Tax Day blow and Cava turns to TikTok for menu inspiration.
Shake Shack shakes
Shake Shack will sell half-off shakes, once the weather cooperates. | Photo courtesy: Shake Shack
Marketing Bites

As I type this, it’s currently cloudy and about 42 degrees in Manhattan, with a high wind warning in effect until Thursday morning. (The weather report is courtesy of Google as I sit in my office in Chicago, where it’s currently 37 degrees and lightly snowing outside.)

It may technically be spring, but no one has told Mother Nature that.

Shake Shack, apparently, feels your meteorological pain and is also ready for sunnier days.

The burger chain this week said it will sell half-price shakes with any purchase at all New York and New Jersey locations “when the sun is shining and it hits 75 degrees or above.” At this point, that might not be until August. 

The deal, available via code SUNSOUT at checkout, is good for three days after that first mythical sunny day, the chain said.

The taxman cometh

April 15 is looming on the calendar. Have you done your taxes yet?

Restaurants traditionally look for ways to soften the Tax Day blow. A couple of early entrants this year:

Bakery-café chain Paris Baguette will give rewards members a free pastry with any beverage purchase on April 15.

TGI Fridays is mixing up The Tax Break, a specialty margarita with 1800 Silver Tequila, citrus, agave, strawberry, passionfruit and a Hennessy chaser. The drink is $7, available through the end of the month. Drinking one (or two, who's to judge?) will not only soothe any tax-related worries, it will likely make you forget taxes even exist. 

Fridays Rewards members can also get a BOGO entrée through the end of the month.

Cava + TikTok

Cava is looking for its customers to do its R&D work, apparently.

The Mediterranean fast casual launched its first-ever custom bowl contest, asking diners to upload TikTok videos explaining why their custom Cava bowl is the best. The chain’s ingredient selection lends itself to some 17 billion possible combinations, according to Cava.

Three winners will score $5,000 in Cava Rewards credit and will see their creations on the menu for a limited time.

Entries, which can be submitted through April 21, will be judged on “video originality, culinary uniqueness and deliciousness,” the chain said.

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