Good LSM: Shake Shack Running Clubs
In our series “Good LSM, Bad LSM,” we share real-life examples of both good and bad Local Store Marketing (LSM) we see as we’re out and about to help you in your marketing and sales driving activities.
This week we’re sharing a great example from Shake Shack. Despite their cult-following, the restaurant chain finds that most of their customers are coming in for lunch, not dinner, leaving them hard pressed to get customers in after 5:00 PM. To combat this problem, the company has formed Shake Track & Field.
As part of the free fitness club, customers meet up once a month across the country at participating Shake Shack locations in New York, Washington, D.C., and Philadelphia, and embark on a 3-5 mile run together. Afterwards, they can enjoy a free beverage (soda, beer, wine, water) at Shake Shack. While the rest of the menu is still full-price, many runners stay to order a meal to refuel after their run!
The clubs have grown in popularity, and some locations now offer biking and yoga meet ups! What’s especially great is that the company is responding to the needs of their customers (i.e. what type of fitness activity they like) and is attracting all types of customers (from the serious runners to those that just want free beer) once a month. To keep things simple and approachable, Shake Shack communicates with their fitness club pals via a separate Facebook page, where customers can share photos, videos and rave reviews of the event.
What a creative way to build community, have fun with your customers and drive sales during a slow daypart! Is this something you could make work for your business in your community? Let us know in the comments section below!