ANA Annual Meeting 2016

Video: Edwin Bragg on How Shake Shack Connects With Fans

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Over 15 years, Shake Shack has grown from a single pop-up hot dog cart in New York's Madison Square Park to an international restaurant chain with 100 locations.

The chain uses public relations, community events and its own website much more than traditional marketing campaigns to connect with its customers. The effort, led by Edwin Bragg, VP-marketing and communications, has helped grow its loyal fan base.

Thousands of people typically line up the day a new location opens. There are people who post photos of their babies at Shake Shack or those whose dogs get the chain's puppy treats. And there are the true loyalists, such as the woman with a tattoo of the Shake Shack logo Mr. Bragg showed the crowd at the ANA's Masters of Marketing conference.

The company's brand icon images were created by Pentagram. Now, Shake Shack has its own art director who leads design and creative along with two other designers.

Mr. Bragg spoke with Ad Age on the sidelines of the Masters of Marketing event about how Shake Shack's marketing strategy has evolved as the chain has grown.

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