We supported the expansion of the New York-based burger chain SHAKE SHACK into the Japanese market by developing a brand strategy tailored to local consumer preferences. This included localizing store design and menu offerings while implementing promotional campaigns to immerse customers in the brand’s unique experience.
SHAKE SHACK has established its position in the Japanese market as a provider of “high-quality fast food.” Its brand story highlights carefully selected ingredients and meticulous cooking methods, which are also reflected in the design of the in-store experience. By launching social media campaigns and collaboration projects, the brand successfully expanded its fan base.