scott olson
Shake Shack (NYSE:SHAK) returns to pull the truffle lever with its menu offering three new limited products nationwide. Fast food operator rolls out white truffle beef burger, white truffle mushroom burger and french fries served with white truffle sauce. Menu additions will begin February 10 in restaurants and February 8 via the Shake Shack app.
“We thought it was something that no one else could do the way we could,” Shake Shack chief marketing officer Jay Livingston told CNBC of the Valentine’s Day promotion. “We always try to highlight great flavors and really unique ingredients, including ingredients you might not find in a fast-casual setting,” he added. Menu additions could last up to three months, depending on availability.
Shake Shack (SHAK) has had success in the past with a black truffle menu promotion.
Shake Shack shares have amassed a 40% year-to-date gain in 2023 so far after a sluggish second half of 2022.
Read the latest breakdowns on Shake Shack from Seeking Alpa contributors.