• by Teresa Buyikian , November 22, 2023

Shake Shack fans can now purchase the restaurant’s first line of premium merchandise.

The collection includes sweatshirts and matching sweatpants, T-shirts, hats and socks, all with a Varsity theme and emblazoned with either “Shake” or the chain’s green burger logo.

The new higher-end merchandise line, with prices that range from $65 for sweatshirts to $22 for socks, was created with high-caliber materials to offer something special and elevated to customers, a Shake Shack spokesperson told Marketing Daily.

The company went on to say that the merch gives fans a new way to show their brand love and allows Shake Shack a new way to connect to fans.

Speaking of fans, Shake Shack didn’t let theirs down earlier this month. The chain’s recent football promo offered free Chicken Shacks for the following week if a football player celebrated a touchdown with the infamous Chicken Dance in the end zone on Nov. 12. Although the promo gained exposure on social media, players failed to actually execute the chicken dance. Yet Shake Shack still gave away free Chicken Shacks through Nov. 19.

When asked why the chain went forward with the giveaway, Mike McGarry, vice president of brand marketing for Shake Shack, told Marketing Daily, “We know that tempting Shack fans with free Shake Shack and then not delivering would have not ended well! Our fans had an incredible time engaging with (social posts) and with each other, tagging their favorite players to hopefully inspire them to do the Chicken Dance if they scored a touchdown. They definitely earned their free Chicken Shacks.”

McGerry added, “For us, it’s not just about food. We want to infuse joy and fun at every touchpoint and create feel-good moments.”

In addition to the new swag, the chain has also launched a new gift card promo: for every $25 spent on gift cards online or in-Shack, customers receive a $5 gift card in return to use on a  future purchase.