1. Based on the information presented in this case, how would you describe Shake Shack’s retail image?

2. How would you describe the store atmosphere that Shake Shack seeks to maintain?

3. The Gramercy Tavern is more upscale than Shake Shack. Explain how you would expect its retail strategy to differ.

4. From a retail positioning point of view, what are the pros and cons of this statement: “Twenty percent of the menu at every Shake Shack unit is localized and none of the units look the same.” 

5. As a restaurant patron, what would you think of a strategy that permits no tipping of the wait staff? As a member of the wait staff, what would you think?

6. Develop a five-point promotion mix plan for Shake Shack? Which would you include? Exclude? Why?

7. Visit the Shake Shack Web site (www.shakeshack.com). Where should this site fit in the chain’s overall promotion mix? What functions does it perform?