• by Teresa Buyikian , July 22, 2024

If it doesn't get all over the place, it doesn't belong in your face, right? Oh, never mind -- wrong burger chain.

This week, Shake Shack is reassuring customers that no matter how messy their burgers are, they (and Tide Cleaners) have got them covered.

Beginning today and through July 31, Shake Shack and Tide will offer complimentary dry cleaning when customers try one of the burgers from the chain's new summer BBQ menu, which are described by the brand as “some of our messiest burgers yet.”

Guests have the choice of two BBQ offerings: the Smoky Classic BBQ Burger or the Carolina BBQ Burger with Fried Pickles.

Once they have made their purchase, customers can post a photo of their Shake Shack BBQ burger (or BBQ stain) and upload it to the website at https://shakeshack.com/sauce-insurance#/.

The first 2,500 entrants will win a complimentary $10 digital voucher for dry cleaning to use at any Tide Cleaners location nationwide.

“When we launched our Summer BBQ menu, we quickly realized things can get saucy -- and messy,” said Mike McGarry, vice president of brand marketing at Shake Shack in an email to Marketing Daily.

He added: “We decided that we didn't want to shy away from that, but go all in. Partnering with Tide Cleaners allows us to help guests feel good about daring to drip while enjoying our delicious BBQ offerings.”

As part of the partnership, Shake Shack will donate $25,000 to Tide's charitable initiative, Loads of Hope, whose mission is to clean clothes for families in need during natural disasters such as floods, fires and hurricanes.