Shake Shack reveals plans for new loyalty program dropping next year after CEO claims diners ‘increasingly crave it’ [Video]

FANS of fast-food chain Shake Shack will soon be able to join its brand new loyalty program.

The burger company’s CEO Rob Lynch said the program would come into effect in 2025, rewarding loyal customers.

The comprehensive loyalty program will complement Shake Shack‘s emphasis on technology, including the digital kiosks.

Lynch said the the program would build on the brand’s success at driving sales.

Despite having an app and digital channels to drive up sales, the chain fast food joint lacks a loyalty program and can’t compete with the likes of Chipotle and Jollibee.

In a statement following Shake Shack’s Q3 earnings, Lynch said: “Shake Shack does not currently have a systematized loyalty program.

“I can’t help but find that a bit ironic given that Shake Shack was built on the principles and culture of enlightened hospitality.

“Given this heritage, we have an outsized opportunity …