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Shake Shack Scales Reliable Delivery

Case Study
November 25, 2025

3 active markets

LA, Miami, and Dallas

99.8%

delivery reliability

95%

On-time delivery rate

How Serve Robotics helps Shake Shake get to consumers faster and more reliably with low-emissions deliveries

Challenge

Shake Shack’s elevated fine casual experience is a favorite among consumers in urban, high-traffic areas, leading to a significant share of orders delivered in busy city neighborhoods in under 30 minutes, despite traffic, limited parking, and peak-time rushes.
Like many fast casual brands, Shake Shack faced:
  • Short-distance last-mile delivery orders competing with dine-in orders during peak periods
    Congested curbs and driver clutter make it harder for guests to park and for delivery drivers to reach the restaurant
    High rejection rates for short-distance, low-ticket orders in dense neighborhoods
    Customers expecting fast delivery that still reflects an in-store experience
These realities made last-mile delivery an area where even small improvements in reliability, timing, and operations could have an outsized impact on the guest experience and on store teams.

There’s a lot of delivery demand from guests during peak hours, and meeting that demand is no easy feat. Traffic, parking, and peak rushes can slow things down, so we were looking for a more reliable way to serve those orders and meet our guests where they’re at.

Michael Boyan (Director, Operations Systems at Shake Shack)

Solutions

Serve Robotics integrated directly into Shake Shack’s existing Uber Eats workflow, requiring:
  • No additional costs
  • No new technology
  • No additional contracts or commitments
Teams load orders into Serve’s delivery robots using the same flow they already know. Robots focus on short-distance last-mile orders near each Shake Shack and sequence deliveries one at a time in a locked, secure cooler. That design keeps nearby trips moving reliably, protects food quality, and supplements traditional courier deliveries without adding complexity for operators.
Key elements of the partnership
  • Immediate setup using Shake Shack’s existing Uber Eats ordering flow
  • Robots focus on short-distance, high-volume, nearby deliveries
  • Consistent, simple handoff for store teams
  • Added deliveries without operational strain
  • Supporting sustainability goals with battery-powered, low-emissions last-mile trips

We didn’t have to change anything about how we operate. Serve fits naturally into our existing workflow and strengthens the reliability of deliveries happening closest to each Shack. Our team loves them!

Michael Boyan (Director, Operations Systems at Shake Shack)

Impact

With Serve robots deployed across multiple high-density markets, participating Shake Shacks now experience:
1. More Reliable and Predictable Fulfillment
Serve robots operate with industry-leading reliability, consistently completing every eligible order within their designated delivery radius. This reduces failed deliveries and helps ensure customers get their meals on time, even during busy hours when human couriers may choose longer or higher-value trips. Leveraging autonomous delivery alongside human couriers strengthens the overall delivery model.
2. Reduced Operational Pressure
Robots help take pressure off curbside handoffs by easing congestion and reducing competition for limited parking. This efficiency makes it easier for Shake Shack Team Members to keep up with growing digital demand without adding more work to the restaurant floor.
3. Stronger Customer Experience
Because robots do not accept tips, customers automatically receive refunds for any gratuities they selected at checkout. Customers consistently call this out as a positive surprise and enjoy the novelty of robot delivery, often sharing photos and videos that highlight both the robots and the restaurant on social media.
4. Brand Visibility and Media Buzz
Serve robots naturally turn heads in busy neighborhoods. Their presence has been featured in major outlets such as NBC News and Fox Business, creating earned media value and giving Shake Shack another way to build brand loyalty and positive sentiment.

What this means for QSRs

Serve’s work with Shake Shack demonstrates the benefits that matter most for modern, quick-service restaurants:
  • Simple deployment via existing delivery channels
  • Highly reliable, with robots taking every eligible order
  • Better food quality on arrival for close by delivery orders
  • Happier guests who save on tips and love the robot delivery experience
  • Built-in brand exposure through social sharing and media coverage
  • Low-emissions delivery supporting sustainability goals

Robots have become a helpful part of how we deliver in some of our busiest neighborhoods. In a number of locations, they now carry a meaningful share of orders, helping us grow digital volume without creating more complexity for our teams. Guests love them, and people are constantly sharing photos and videos of the robots on social.

Michael Boyan (Director, Operations Systems at Shake Shack)

Want to Explore Robot Delivery for Your Restaurants?

Email the Serve Partnerships Team: partners@serverobotics.com