Shake Shack HK on how to appeal to Gen Z with innovative products

In celebration of its sixth anniversary in Hong Kong, Shake Shack has partnered with local bar Bar Leone to bring a fresh spin to its signature milkshake upon the release of its new Carbonara shake.

The partnership with Bar Leone, the recently first-ranked bar in Asia, aligns with the brand's mission to "Stand for something good" by sharing values of high-quality ingredients, community enrichment, and great hospitality, said Olivia Leung, marketing lead, Shake Shack Hong Kong and Macau, during an interview with MARKETING-INTERACTIVE.

Inspired by the classic Italian pasta dish, the Carbonara shake features a blend of sweet egg yolk, cracked black pepper, crunchy applewood-smoked bacon bits, and a vanilla custard base. 

This product builds on Shake Shack's previous local collaborations with popular restaurants such as Chairman and Yardbird, aiming to appeal to local tastes while also offering a delectable new experience, said Leung.

We love how diverse and dynamic Hong Kong is, and our guests truly appreciate the complex flavours that reflect the city's international food scene and rich traditions. At Shake Shack, we thrive on elevating beloved classics in exciting and innovative ways.

Connecting with the Gen Z audience

The Carbonara Shake targets guests who are engaged with the local bar scene, keep up with pop culture and music trends, and are strongly interested in dining and food. Meanwhile, Shake Shack has also introduced a non-alcoholic mocktail version of the milkshake to attract people of all ages to enjoy, especially families with young children, said Leung. 

In fact, Gen Zs will be the trendsetters in the near future and will account for a quarter of APAC’s consumer base by 2025, taking over millennials as the largest generation globally. According to Euromonitor International, Gen Zs' average gross income will increase by 135% during 2023-2040. In 2023, the consumer segment contributed a global consumer expenditure of US$4.4t (HK$34.38b).

Gen Z in Hong Kong is adventurous and open to trying new food and flavours, according to Leung. “Their preferences and expectations are shaping the future of the food and beverage industry, influencing product offerings and marketing strategies as their disposable income and influence on F&B trends increase.”

Given that Gen Z is a crucial target audience for Shake Shack, it is primarily focused on fostering brand loyalty and launching limited-time products and collaborations to cater to their curiosity and desire for unique dining experiences, said Leung. “Part of our strategy for Hong Kong is to continue launching limited-time inspired food and drink items to keep Shake Shack fresh and top of mind and keep guests coming back.”

Hong Kong has a competitive business landscape with many international and local food brands. We believe that engaging with Gen Z and standing by our brand values gives us a competitive advantage.

A word-of-mouth and community-focused approach

Recognising the unique nature of blending Carbonara flavours into a milkshake, Shake Shack has sought to generate discussion around how the product tastes by launching an event at Bar Leone and inviting media and influencers to taste and share their thoughts. 

“Word of mouth is key to the success of Shake Shack collaborations, especially in a market such as Hong Kong and Macau, where people are always looking out for the latest trend,” said Leung.

As a brand rooted in New York, Shake Shack has sought to cultivate a community-focused approach by blending its New York roots with localised elements tailored to each market. For example, in April last year, it revamped its ifc store, featuring a vibrant mural by Hong Kong-Pakistani artist Ahmad Rida Nisar that connects the original Shake Shack hot dog cart to its first outpost in Hong Kong.

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Moreover, Shake Shack has recently launched the limited-time N.Y. Steakhouse series, available until 8 September. It aims to honour the brand’s New York City (NYC) roots and capture the essence of the classic steakhouse that the city is known for. “Something that guests get so excited about is how we are more than just burgers. [...] This could be something where we host local bands for concerts as part of our Shack Sounds series or host a Shack Track & Field running club for our active fans," said Leung. 

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