Shake Shack’s food speaks for itself, but marketing can help reinforce the qualities that make it special like brisket in the burgers and shakes made with custard, CEO Rob Lynch tells Bloomberg Intelligence. In this episode of the Choppin’ It Up podcast, Lynch sits down with BI’s senior restaurant and foodservice analyst Michael Halen to discuss how changes to the company’s marketing program -- including plans to highlight its premium ingredients, create a strategic calendar for limited-time offers and increase spending -- can boost customer frequency. He also comments on kitchen and operational improvements and his vision for Shake Shack’s loyalty program. 

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