The Importance of Word of Mouth in Shake Shack

"We ate more Shake Shack than I think is probably humanly possible," says Preacher's Strategy Crew co-founder Seth Godin. "There was very little difference between Chris Shepard over now and Chef talking about the way he loved to Shake Shack from a 16-year-old who was going there on a first date" The team also interviewed some Michelin star chefs, understanding sort of how they described it. 'It actually wasn't going to be as impactful if we started to hear from the people that really loved Shake Shack'