Shake Shack seems to be succeeding in targeting consumers who want higher quality fast food, a more unique in-store experience, and brand transparency (a.k.a.

Shake Shack seems to be succeeding in targeting consumers who want higher quality fast food, a more unique in-store experience, and brand transparency (a.k.a. Millennials). Their locations are designed to tell the brand's story, with information on local food sources prominently displayed, perks like employee-curated playlist downloads, and “non-chain” feeling décor. Details like openly prepared food and their signature buzzers’ catchy slogans “encourage customers to take pictures and share.” (Campaign)