Shake Shack

This isn’t your usual fast food application where you simply get a list of locations and a look at the menu. This app separates itself for three reasons. One is the ability to read the company’s blog which fills you in on the latest news and promotions surrounding the chain. This is great for those who are devotees of Shake Shack or even for those who are new to the chain and want to find out more. The second which is more of a gimmick but is still unique is the ability to view video from the Shake Cam at its original location in the city. The third is being tailor made for ordering on the go so those who don’t want to wait in line in store can grab their order and go. The app besides having the basics of a location finder has a more stylish food menu interface allowing you to browse items by the category with appetizing photos to go along with it. Users can also connect to all of the chain’s social accounts from the app. If you are a regular of Shake Shack this app is a must download.

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I purposely ordered ahead in advance using this app so I could time a quick supper on my way to doing more work at night after leaving job no. one. I arrived 8:10 early 5 mins and waited for my 8:15pm scheduled pick up at the Astor Place store. I waited past 8:15 for the txt. When the txt appeared I waited at the pick up, waited. After waiting and going unnoticed for some time I asked about online order. I was told it’s just getting ready??? I waited and more people got their orders. People who I saw when I arrived early 5 minutes ahead of my order placed in advance by 10 minutes thru the app. I asked 2nd time. Baffled look. Ignored. Finally a guy assigned to help people order got another person behind the counter to look for it. It was bagged somewhere. When I got the food it was warm but not hot. Most disappointing of all when I bite into the patties they were dry... I saw as an option in the app that you can ask for “well done” but I made sure mine was not checked, did not want it, and assumed default is NOT well done unless asked. Mines were past well done and overcooked to dry with blackened edges. This has been the most thoroughly disappointing experience using the app to save time and a total let down of the juicy burger I had craved for. Will not be going back to this again.

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I love shake shack and I love their food, but this app is complete garbage. I selected the next available time for pickup and tried to place an order. Ruh Roh! The time you selected is no longer available! And then guess what? THERE’S NO WAY TO CHANGE THE PICKUP TIME without going through the entire order process again from the beginning. What kind of BS is this? Why offer a time slot that you know won’t be available once the customer actually navigates the menus to place their order? Also, the app has my saved card in tiny font at the top, so I figured it was all set only to receive a bunch of error messages about my card number format. It turns out that saving a card doesn’t do much because the button to select the card has the smallest font on the screen. And every time I use this app, the restaurant doesn’t start preparing my food until the actual pick up time so there’s really no point to this app. Just go order in the restaurant and save yourself the hassle and frustration from this poor excuse for an app.

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This worked once and it was nice to have my order ready when I got there. It doesn’t have Apple Pay, so you have to put your credit card in. Scan didn’t work so I had to do it manually. It also doesn’t take shake shack gift cards. Also, I tried to make one burger gluten free, but I guess when I chose that for one burger it automatically made the whole order gluten free, so all the hamburgers had gluten free buns and the hot dogs came with no buns. The next time I tried to use the app, the order simply never went through. After I submitted order the little food icon kept spinning until it said I missed the time slot. Tried it again for the next time slot and same thing. Force quit the app, had to put in my cc info again (I’m not going to let them save my cc info; why don’t they just support Apple Pay?) and same thing. Order wouldn’t go through and I’ve gave up. Went home with no food. Now I’m trying to cook a baked potato.

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I think the UX designers need to think about how this app is structured. I would like to access the menu easily at all times but I can only seem to get to it at the beginning “Get Started” page. As the user dives deeper you are just presented with more and more back arrows. The main reason is because I was looking for a menu and couldn’t seem to find anywhere. The app seems to want to drive the user into a very linear fashion of Location based browsing, followed by select food, then checkout. But if none of nearby locations are open (which is currently the case in this scenario), I still would like to easily navigate and browse the app. Maybe I could even see the order total even if the location isn’t open - and place the order at a later date. Anyway those are my thoughts after taking a quick look around. Love the burgers.