“For us, it all goes back to our roots and our mission which is to stand for something good,” says Shake Shack Vice President of Marketing and Communications Edwin Bragg about the fast-casual chain’s loyalty marketing efforts. Shake Shack is based in New York City and has over 100 locations worldwide, but the whole thing started almost by accident. “We began as part of an art project in Madison Square Park,” Bragg notes.
It was the early 2000s and New York City was looking to revitalize....