Current Situation

❏ Drive-thru and sit-down service hybrid

❏ Poor customer service reviews

❏ Longest drive-thru wait time in fast food industry

❏ Heavy focus on premium quality food

Current Situation

New Strategy

Slow down Steak ‘n Shake. Creating an environment that invites customers to

spend more time inside the diner will create a stronger brand presence and increase customer loyalty.

“Speed up, by slowing down”

SWOT Analysis

SWOT Analysis

STRENGTHS

❏ Reputation for high-quality food

❏ Low-price point

❏ Merica’

❏ Well distributed restaurant locations

WEAKNESSES

❏ Longest drive-thru times

❏ Poor online reviews

❏ Bad brand recognition

❏ Antiquated diner technology

OPPORTUNITIES

❏ Capitalize on burger boutique

❏ Develop a different QSR space

❏ Indy racecar-ad placement

THREATS

❏ Increased wait times

❏ Healthier options

❏ Other QSR menu varieties

Manifesto

Where is the “time” in dinner time?

24 hours in a day. 10 minutes for a meal.

No longer.

We want to live in a world where every meal feels likea 4-course feast.

We want to live in a world where a burger is as chiseled as David and a milkshake is as complex as Starry Night.

We want to live in a world where every restaurant feels like your hometown diner.

Bring back enjoyment.Bring back service.Bring back dinner.

Creative

The Wise Farmer

“A deaf husband and a blind wife are always a happy couple.”

“Eat a live toad the first thing in the morning and nothing worse can happen to you for the rest of the day.”

What’s Your Story?

Copy Big Brother!

Steak & Shake America’s Fair

New Product

Leave Behind

Whats next for you?

● Social Media Campaign Promoting Fair November 2015

● What’s Your Story Campaign December 2015

● Production of The Wise Farmer Commercial February 2016

● Milkshake Cup Design To China or USA vendors February 2016

● American Fair Opening July 4th 2016