Shake Shack Launches Free Online Classes to Teach ‘Real Cooking’
Shake Shack is stepping beyond burgers and fries to spark a broader conversation about how food is actually made in fast-casual restaurants. With a new campaign centered on transparency and technique, the brand is positioning itself as both a teacher and a participant in the evolving definition of real cooking.
An Open Invitation to the Industry
The fast-casual chain has introduced a campaign called “We Really Cook,” designed to highlight the hands-on preparation happening inside its restaurants and to invite the wider food industry to take part in the discussion.
A Menu That Puts Technique on Display
At the center of the campaign is a Korean-inspired limited-time menu, including the K-Shack Fried Chicken Sandwich, prepared to order and finished with freshly chopped scallions, Napa cabbage kimchi, and a gochujang-based glaze.
Cooking Classes With No Barriers
Rob Lynch announced free culinary training sessions hosted at the company’s new Atlanta Support Center, with in-person classes beginning March 12 and a free online viewing option available on YouTube days later.
No Secrets, Just Shared Skills
The brand’s message emphasizes openness and collaboration, promoting the idea that cooking knowledge should be shared freely, regardless of background or professional experience.
A Subtle Contrast With Competitors
The initiative arrives amid increased competition in fast-casual marketing, particularly as rivals highlight their own in-store cooking practices to distance themselves from traditional fast-food preparation methods.
The Push Toward Real Food
Both Shake Shack and its peers are tapping into consumer demand for less-processed meals, made with recognizable ingredients and fewer additives, a trend that has shaped fast-casual dining for years.
Different Approaches, Same Promise
While Shake Shack prepares food to order, it does not rely solely on raw inputs, instead partnering with trusted suppliers for certain components to balance quality, consistency, and food safety.
Lessons Learned From the Past
The brand has experimented before with fully in-house preparation, such as hand-cut fries, but customer feedback ultimately led to a return to frozen crinkle-cut fries that better matched guest expectations.
Speed Versus Craft in the Drive Thru
Made-to-order cooking presents challenges for service speed, especially in drive thru settings, prompting operational changes in kitchen design, prep processes, and digital ordering systems.
Improving Experience Without Cutting Corners
According to company leadership, these adjustments aim to reduce friction while preserving food quality, resulting in faster service, improved satisfaction, and meals that feel thoughtfully prepared rather than rushed.
