Shake Shack
- Shake Shack first tested the service in Miami after signing the deal with Uber Eats in December.
- The in-app orders come with a $0.99 flat delivery fee and no delivery fee for orders above $35.
- Delivery orders over $15 made through the app from March 17 to March 31 will come with free fries.
- See more stories on Insider's business page.
Starting Wednesday, Shake Shack customers will be offered a delivery option on the burger chain's iOS food ordering app.
Shake Shack is rolling out the service nationwide in partnership with Uber Eats with a $0.99 flat delivery fee. Delivery fees are waived on orders above $35, according to a company statement.
To promote its new service, Shake Shack will give free fries with every delivery order over $15 made through the app from March 17 and March 31.
The service marks the latest addition to what Shake Shack calls the "Shack Track." The restaurant's digital pre-ordering experience allows customers to order online or through the app and then get their food through walk-up and drive-up windows, curbside pickup, and in-store pickup.
The company first launched its pilot in-app delivery in December in select areas in Miami after signing the deal with Uber Eats. The direct delivery option allows the restaurant to have an advantage of a consumer relationship and their data.
"This will give us a tremendous advantage. Now these guests are in our ecosystem and we know who they are and what they like, and we can begin to personalize their menus to make it a more delightful experience," CMO Jay Livingston previously told Insider.
The restaurant industry was hit hard by the pandemic, and many tried to find solutions to keep their businesses afloat. Shake Shack adapted to the pandemic by increasing its digital growth. The company's digital sales made up 59% of total sales in the fourth quarter of 2020, according to its statement.
Shake Shack also said that it gained over two million first-time customers since March 2020 and that its online and app sales grew in the fourth quarter.
Food delivery skyrocketed during the pandemic amid stay-home mandates. Sales for food delivery services in January increased 164% year over year, according to an analysis released last month by technology research company Second Measure.
Uber Eats earned 20% of US consumers' food delivery sales in January while DoorDash and its subsidiaries made up 56%, according to the analysis.