Language We Like: Shake Shack’s new fries « maslansky + partners

Language We Like: Shake Shack’s new fries


You spoke. We heard. Fresh fries.”

We think Shake Shack is channeling our “it’s not what you say, it’s what they hear” philosophy there. The high-flying New York burger chain (and an m+p favorite), announced a big move this week. They’re moving from the old reliable frozen crinkle-cut, and using fresh cut fries instead. And they explained it nicely…

Why are they making the move to tamper with beloved fries? “You asked us to. We listened.” Who can argue with that?

We spotted that the language was even coming to life on staff t-shirts:


Shake Shack Heard3

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