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Shake Shack debuts social cooking series to build brand community during quarantine

Shake Shack debuts social cooking series to build brand community during quarantine

Shake Shack’s new cooking show on social media aims to connect with homebound consumers as the fast-casual chain upends its operations in response to pandemic lockdowns that have closed most dine-in options.

The series positions the brand as one that can help consumers who are stuck at home and looking to explore their culinary side, while highlighting the ingredients that go into its food. Half of surveyed Americans report they’re cooking more frequently under quarantine, according to Statista. And while some consumers may make the recipes shared by Rosati and Karangis themselves, the show could also whet appetites for Shake Shack’s takeout and delivery options.

https://www.mobilemarketer.com/news/shake-shack-debuts-social-cooking-series-to-build-brand-community-during-qu/577836/