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Shake Shack Inc. SWOT & PESTLE Analysis

ID : 521065353| Oct 2021| 18 pages

COMPANY PROFILE -Shake Shack Inc.

Business Sector :Fast Casual Restaurant Chain

Operating Geography :United States, North America, Global

About Shake Shack Inc. :

Shake Shack is a New York City-based American fast-casual restaurant brand. In 2001, it began as a hot dog vendor in Madison Square Park, and its popularity expanded rapidly. It expanded its menu from New York-style hotdogs to hamburgers, hotdogs, fries, and its trademark milkshakes when it moved to a stand within the park in 2004. The shakes at Shake Shack have been rated "among of the best in the industry." Chicken burgers, fries, hot dogs, frozen custards, beer, and wine are also offered. The beverage selection in each new site is tailored to the unique flavours of the place in which it operates. The ShackBurger is their most well-known product. It comes in single or double servings and includes a beef patty, American cheese, lettuce, tomato, and Shack Condiment, a proprietary sauce. Over 298 Shacks are operated by the Company, with over 175 being domestic Company-owned Shacks, 22 being domestic licenced Shacks, and 101 being international licenced Shacks. The first Shake Shack in Oregon opened on April 16, 2021, in Beaverton, and a second one is set to open in downtown Portland in 2022.
Shake Shack's Unique Selling Point or USP is that it has grown into a worldwide recognised brand with a high level of customer awareness compared to its existing footprint. The mission statement of Shake Shack's reads, “Stand for Something Good”, In fact, at Shake Shack, we think this statement is so important that we print it on every Shack employee's shirt. Our mission statement allows us to check ourselves in everything we do and in every decision we make.

Shake Shack Inc. Revenue :


$506.34 million – FY ending 30th December 2020 (y-o-y growth -11.9%)
$574.63 million – FY ending 25th December 2019

Competitive Analysis of Shake Shack Inc.

SWOT
PESTLE
The SWOT analysis for Shake Shack Inc. is presented below in a matrix followed by a detailed analysis
StrengthsWeaknesses
1. Digital strategy which helps in achieving economies of scale
2. Well positioned brand identity and brand awareness among consumers
3. Unique value proposition resulting in high consumer satisfaction
4. Unique value proposition attracting customers despite higher price
1. Less differentiation in menu leading to reduction in per unit revenues
2. Seasonal nature of business affecting quarter-to-quarter sales
OpportunitiesThreats
1. High growth for company owned business in domestic market
2. Growth opportunity for licensed business in international markets
3. Takeaway in form of drive-throughs becoming popular among consumers
1. Limited suppliers and distributors increasing risk of supply shortage
2. Covid pandemic impacting same-shack sales negatively
3. High risk of reputation damage in case of food safety issues
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Shake Shack Inc.

Strength

This section is available only in the 'Complete Report' on purchase.

Weakness

1. Less differentiation in menu leading to reduction in per unit revenues: Although Shake Shack is known for its unique taste and captivating ad campaigns, these advantages are not strong enough to differentiate the burger stand for long. Due to the lockdowns induced by pandemic, the company suffered in per unit weekly revenues by about $30,000. However, people in the industry are expecting these revenues to remain constant even after the pandemic. They are citing other financial KPIs like NOPAT (Net Operating Profit After Taxes) margins, which have been falling for Shake Shack before the pandemic hit the country. During the pandemic period, the NOPAT margin for Shake Shack has come down to 6% from 10%. Similar companies like Chipotle and Wingstop on the other hand, have improved on this front from 10% to 11%.

The remaining section under "Weakness" is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

1. Limited suppliers and distributors increasing risk of supply shortage: Shake Shack’s procurement portfolio is poorly diversified for most of its raw material. During FY20 the company purchased more than 40% of raw material from just 5 suppliers. In addition, the biggest supplier of Shake Shack’s “ShackSauce” accounted for more than 75% of purchases of the sauce. Similarly, on the distribution front the company has a single “broadline” distributor in United States providing all distribution services. In FY20, this distributor alone was responsible for processing of 84% of raw materials which make up 45% of the total purchases for the company. As the suppliers and distributors of the company are so concentrated, the company faces heavy risks in case of even a single supplier cancelling orders.

The remaining section under "Threat" is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Subw
  • Smashburger
  • Jack in the Box
  • Burger King
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Check Out Analysis of Other Relevant Companies

References used in Shake Shack Inc. SWOT & PESTLE Analysis Report

1. Annual Report for the the fiscal year ended 2020 - https://d18rn0p25nwr6d.cloudfront.net/CIK-0001620533/4ebaa087-9839-4df2-a2c0-ddc6afaec12c.pdf
2. Shake Shack: The Challenges Of Differentiating A Roadside Burger Joint - https://seekingalpha.com/article/4393345-shake-shack-challenges-of-differentiating-roadside-burger-joint
3. Seasonal Factors that Affect the Restaurant Industry - https://www.advancefundsnetwork.com/seasonal-factors-that-affect-the-restaurant-industry/
4. Drive-thru ordering surged during the pandemic. Fast-food chains don’t think it’s a fad - https://www.cnbc.com/2021/03/12/drive-thru-ordering-surged-during-the-pandemic-heres-what-comes-next.html
5. Even in the face of surging grocery prices, retail beef and pork prices cause sticker shock - https://www.washingtonpost.com/business/2021/05/29/beef-pork-retail-prices-skyrocket/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2021). Shake Shack Inc. SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/shake-shack-inc/ [Accessed 08 Dec, 2021].

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Shake Shack Inc. SWOT and PESTLE analysis has been conducted by Divyansh Kharadkar and reviewed by senior analysts from Barakaat Consulting.

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