Case Study: Shake Shack achieves instant cred in Seattle with GreenRubino Public Relations

Shake Shack earns 300 million media impressions with GreenRubino

GreenRubino's public relations team was engaged by Shake Shack to tackle a significant market-entry challenge. The customer, a popular burger chain with a cult following in New York, needed to establish itself and build immediate credibility in the competitive Seattle market, where local favorites like Dick's dominated the burger scene.

The solution implemented by GreenRubino was a strategic mix of earned media and an unexpected collaboration. The vendor organized a high-profile pop-up block party with Seattle's prestigious Canlis restaurant, which generated widespread media coverage. This approach yielded impressive results for Shake Shack, including 300 million media impressions and over 15,000 RSVPs for the event, more than tripling its goal and instantly establishing the brand as an icon in its new location.

Shake Shack