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Shake Shack, the upscale/gourmet hamburger chain, yesterday announced "the launch of its first-ever mobile ordering Shack App for iOS."

The company said that the app will only be usable for mobile orders to be picked up at a single location in New York City - 600 Third Avenue in Manhattan - for the time being, and no timetable has been set for any chain-wide rollout.

"In creating our first-ever app, we took great care to develop a mobile ordering platform that maintains the high quality our guests have come to know and love, but now just a tap away,” said Randy Garutti, CEO of Shake Shack, in a prepared statement, adding, "We’ve got a lot to learn, and we intend to take our time listening to our guests and tweaking the app before launching it in additional markets."

The announcement says that "the Shack App includes all of the mobile ordering essentials: guests can find Shacks via a location finder; pick from their favorite orders; keep track of food allergies; access nutritional information; see the latest events and promos; connect to all Shake Shack social media channels and share feedback. What’s more? At any time, guests can view the live Shack Cam at the O.G. Shack in New York City’s Madison Square Park."
KC's View:
I think these sorts of apps are going to be standard operating procedure for a lot of companies going forward. Starbucks has set the bar pretty high, establishing consumer expectations for what we can do and want to do.

We have a Shake Shack going in about a half-mile from my house, and the ideas that I might be able to place an order online and then ride my bike down to pick it up is utterly irresistible. Can't wait.