Shake Shack’s problem could be that the excitement fades after a couple of burgers

Shake Shack’s problem could be that the excitement fades after a couple of burgers

"There is a mismatch between the strength of the Shake Shack brand and thecompany's results," wrote John Zolidis, president of Quo Vadis Capital, who notes that stores often lose customers after a period. "Our hypothesis is that the brand has fad-like characteristics, and it loses novelty after a few trials or when outside of very high-profile locations (waiting in line at a shopping mall in Columbus, Ohio is not like being in Times Square)," Zolidis said.

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