Earlier this month, Shake Shack unveiled Project Catalyst, a broad technology initiative to modernize its digital, data and restaurant systems as the brand works toward 1,500 company-operated Shacks.
In an email to Food On Demand, Shake Shack chief information and technology officer Justin Mennen said the timing reflects the company’s need to build a stronger infrastructure before its next phase of growth.
“Project Catalyst is our strategy to build that foundation across restaurant systems, digital, data, loyalty and AI. It’s about putting the right platforms in place now so we can scale efficiently while continuing to elevate the guest experience,” said Mennen.
“At its core,” he added, “this is about equipping our teams with the tools they need to operate great restaurants.”
Launch of first loyalty program
As part of Project Catalyst, Shake Shack is launching its first-ever loyalty program in partnership with PAR Punchh.
“We’ve built strong guest affinity over time, and launching our first loyalty platform is a natural next step in strengthening and creating new guest relationships as we grow,” Mennen said.
Executives said in a February earnings call the program would launch later this year.
Mennen added the effort will advance the brand’s marketing strategy and help deliver more personalized experiences that feel uniquely Shake Shack.
Modern POS and kitchen display systems
On the operations side, the fast casual burger brand is utilizing Qu to modernize point-of-sale and kitchen display systems.
“At a practical level, our POS and kitchen display improvements mean better kitchen operations and more seamless coordination between digital and in-Shack orders, which reduces friction and enables faster, more accurate service, especially during peak periods. Importantly, it will enable our team members to spend less time managing complexity,” said Mennen.
Expanded AI tools
Another key element is the expansion of proprietary artificial intelligence tools.
“On the AI side, we’re building proprietary capabilities that create an intelligent operating layer for each Shack. This will show up in day-to-day operations through real-time insights, along with proactive alerts and recommendations that help teams quickly identify opportunities, make faster decisions, and run more efficient restaurants, with an end goal of enhancing the guest experience,” said Mennen.
The effort builds on Shake Shack’s broader tech investments over the last few years, including its 2022 rollout of in-store kiosks, which has since become one of its fastest-growing ordering channels.
“Long term, success means we’ve put in place a technology foundation that allows us to operate more efficiently at scale, deliver more personalized guest experiences, and continue to bring enlightened hospitality to life as we grow,” Mennen said.
