Steak N' Shake

3169 Words Mar 22nd, 2007 13 Pages
Steak ‘n Shake

Executive Summary:

Steak ‘n Shake was founded in Normal, Illinois in 1934 by Gus Belt. Mr. Belt converted his gas station and Shell 's Chicken into a hamburger stand. The restaurant opened its doors with several things in mind; first Belt 's special focus was on customer service and second he wanted the food he made to be "fresh." Today, Steak ‘n Shake continues to focus on providing the customer the "best dining experience," with freshly prepared foods. Their commitment to the marketplace is stated in their Code of Business Conduct and Ethics, "Steak ‘n Shake commits to compete legally and ethically. We will act responsibly in our relationships with our guests, business partners, suppliers and each other. We
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Consumers unaware of the diner style atmosphere and quality food will not be willing to pay more or wait longer for the dining experience.
Steak ‘n Shake may not be a restaurant appealing to the health conscious consumer. One original single Steak burger with cheese has 33 grams of fat, which is 51% of the daily allowance. A hand dipped regular vanilla milkshake consists of 664 calories and 35 grams of fat, which is 54% of the recommended daily allowance.

Currently, Steak ‘n Shake has 445 restaurants in 20 states. By 2010 they estimate having over 1000 restaurants nationwide. The additional 550 restaurants will increase the brand recognition and develop brand loyalty. In 2008, they are planning the addition of "healthier" menu items. Steak ‘n Shake hopes to capture the health conscience consumer that may not currently be a patron of the restaurant. Steak ‘n Shake 's involvement in the community may generate additional revenues and raise consumers ' awareness. They support local communities by sponsoring educational sporting events and advertising in school yearbooks. Steak ‘n Shake also donates gift certificates to non-profit events.

Competitors like Denny 's and Red Robin have always been considered threats to Steak ‘n Shake. Other competitors include Friendly 's, Handel 's Ice Cream, and the other ice cream/ family dinning restaurant chains. Competitors have made it

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