Shake Shack makes big changes to rival Chick-fil-A

Shake Shack’s first location may have been a temporary one, but over the last 25 years, the burger chain has demonstrated its staying power.

The close of FY2025 marked 20 consecutive quarters of Shake Shack growth, with total revenues up 21.9% year over year, the company’s earnings statements showed.

“Building on a strong foundation, 2025 was a highly successful year for Shake Shack,” Shake Shack’s VP of Financial Planning and Analysis Kerry Britton told investors during the chain’s Q4 FY2025 earnings call. “We are very pleased with our Q4 results, which reflect strong execution across both our company-operated and licensed businesses.”  

And the fast-food chain has no plans to slow down. Instead, it’s accelerating its long-term goal of opening 1,500 company-owned locations. To get there, it’s taking a page out of rival eatery Chick-fil-A’s book, launching a new loyalty program and inspired menu items. 

Shake Shack’s new loyalty program

On April 1, Shake Shack shared plans to launch a loyalty program that will reward frequent diners.

While the restaurant has yet to share details about how exactly the program will work, it has confirmed that it will be linked to its existing app and personalized for each customer. 

“As I’ve mentioned before, our app and the people coming into our app at such an accelerated rate will be the foundation for our loyalty program that we intend on launching by the end of this year,” Shake Shack CEO Rob Lynch told investors on February’s call. 

“The confidence in that loyalty program grows every day as we continue to see the engagement with our app that doesn’t yet feature some of the added components and value that we will offer in the loyalty platform,” he continued. “We’re extremely excited about, you know, launching that and the ability for that to impact our business.”

More than three-quarters (78%) of customers say they are more likely to visit restaurants where they can earn points and rewards via a loyalty program, a report from the National Restaurant Association says.

With more than 50 million users, Chick-fil-A’s loyalty program is one of the most-used out there. In 2024, it had the second-largest membership base of any quick-service chain, according to data shared by Talon.One.

Like Shake Shack’s proposed loyalty program, Chick-fil-A’s program is integrated across point-of-sale and digital channels and uses AI to offer users personalized rewards based on past purchases.

If the burger chain can achieve even half the success the chicken spot has enjoyed, it could go a long way in increasing foot traffic and expanding its footprint.

Shake Shack announced a new loyalty program and limited-time offerings designed to increase foot traffic.

Getty Images

Shake Shack is expanding its menu

The personalized loyalty program isn’t the only piece of Chick-fil-A’s playbooks Shake Shack is copying. The burger chain is also coming for its competitor’s menu items.

At the end of March, Shake Shack unveiled a limited-time pimento cheese menu.

“We’re bringing a taste of the clubhouse to Shacks nationwide with a new menu inspired by the iconic Southern staple: pimento cheese, the ‘caviar of the South,’” the announcement said. “We reimagined traditional pimento cheese by swapping mayo and red peppers for our signature ShackSauce and chopped cherry peppers, creating a rich, creamy spread with just the right kick.”

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Fans of the tangy spread are sure to recall Chick-fil-A’s wildly popular Honey Pepper Pimento Chicken sandwich. Also a limited-time launch, the sandwich was so popular that fans have started petitions to make it a permanent part of the restaurant’s menu. 

“This beloved sandwich, with its perfect harmony of sweet honey, peppery kick, and creamy pimento cheese on crisp chicken, was not only a personal favorite but also cherished by many customers,” the petition reads. “It transcended the status of being just a seasonal item; it deserves a permanent spot on the menu.”

These sorts of limited-time offers (LTOs) can be huge drivers for restaurants like Shake Shack and Chick-fil-A.

Research has found that such deals play a major role in developing brand loyalty and increasing foot traffic.

“Our research shows that consumers are more likely to keep coming back to a brand with regular LTO promotions: 45% of people say LTOs give them a reason to check in to see what a retailer is offering,” a report from the Kerry Group said.

“LTOs encourage consumers back in store: our research found 62% of people agree that LTOs encourage them to visit an outlet, and 56% say LTOs encourage them to visit and buy more often,” the report continued. “In fact, 64% of consumers agree they buy LTOs on occasions when they might not have otherwise bought anything.”

For Shake Shack, offering an item similar to one with an established loyalty base could play a huge role in attracting new diners and keeping existing ones. 

Shake Shack’s pimento cheese menu

Available beginning March 31, 2026, Shake Shack’s pimento cheese menu has two options for guests to choose from.

Clubhouse Pimento Cheese Burger Clubhouse Pimento Cheese Chicken Sandwich
Source: Shake Shack

Between April 9 and April 12, customers can enjoy a buy-one-get-one offer on the pimento cheese menu by using code PIMENTO when ordering through the app, online, or in-person at a Shake Shack location.

Related: Chili’s makes a bold menu change fans will love

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