Cold Call Shake Shack’s Digital Playbook: More Tech, Same Hospitality?
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Jul 22, 2025 Stephanie So, Chief Growth Officer of Shake Shack and a Harvard Business School grad, teams up with Chris Stanton, a professor studying labor markets and entrepreneurship. They dive into Shake Shack's digital transformation, discussing the tech-driven shift while preserving the brand’s hospitality ethos. The duo explores how kiosks and automation can enhance customer interactions without undermining the human touch. Key topics include balancing operational efficiency with personalization and the insightful 'second mouse strategy' for navigating tech adoption.
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Winter Morning Digital Reflection
- Stephanie So and her colleague observed many customers using kiosks on a cold winter morning, shortly after a new CEO announcement.
- This moment prompted questions about whether the digital model was ready to scale or needed improvement.
Automation's Dual Impact on Hospitality
- Automation could reduce face-to-face hospitality but also relieve employees from tiring tasks.
- Kiosks may improve hospitality by shifting employee focus from order taking to meaningful guest interactions.
GoPro Study of Kiosk Design
- Shake Shack's design team used a GoPro to record user interactions with kiosks.
- They learned kiosks should not be human-sized or visually imposing, preserving transparency and hospitality ambiance.