The Role of Innovation in Menu Development

The development of new menu items in large chain restaurants, such as Shake Shack, begins with identifying consumer trends and preferences through marketing analysis. The process includes exploring potential dishes in a dedicated Innovation Kitchen where culinary ideas are tested and refined. For instance, before introducing a new beverage or burger, a team evaluates various recipes and conducts focus groups to gauge customer interest. This meticulous process can take over a year, ensuring that every new item meets both quality expectations and operational feasibility before launch.