Is Your Brand Undergoing a Big Change? Take a Page from Shake Shack

Let me start with this. If you haven’t been to Shake Shack, do yourself a favor and try it out. The menu even has options for your four-legged friend; what’s not to love? A favorite of many was Shake Shack’s crinkle-cut fries. But recently, the fries have been replaced with their fresh-cut counterpart.

Since Shake Shack came onto the scene back in 2004, it has been serving crinkle-cut fries to accompany the many burger and hotdog options. Recently, restaurant goers said that the chain could “do better,” which inspired Shake Shack to try out a new take on its traditional fries. In efforts to move away from frozen options and towards more wholesome products, Shake Shack made the decision to sell exclusively fresh-cut fries at its 20 U.S. locations.

What about the many devoted crinkle-cut fans? Well, they are outraged. But Shake Shack stands by its decision and has been responding to each outcry with a calm and confident approach.



As you might imagine, there are many more messages just like these. There is something to be said for sticking by your guns, and Shake Shack has certainly done that here. Yes, the crinkle-cut fries will be missed, but the company’s response has made me just as confident as they are in the decision and made me want to try them even more to decide for myself.

It is likely that at some point, your company has taken a suggestion from your customers and implemented it. While we always hope for the best, there are times when change isn’t accepted by the masses. There’s a lot that can be learned from Shake Shack’s reaction to the backlash that was received. When it began seeing messages from disgruntled customers, the company showed no sign of panic or frustration. Instead, Shake Shack owned its decision to switch to fresh-cut fries and stuck by it, calmly and confidently. The fast food joint politely responded to  its customers’ Twitter posts on the topic and never waivered on its decision to make the change.

How do you think Shake Shack handled the issue? Let us know in the comments.