Shake Shack’s secret sauce for getting mobile apps right

Mobile ordering is fast becoming a must-have offering for retail chains built on quick customer service. But as several first movers in mobile ordering have shown, balancing digital services with in-store experiences can be challenging.Shake Shack earlier this year took a unique approach as it prepared to launch a mobile application that enables consumers to order and pay from their iPhones. It allowed hundreds of consumers to give the application a whirl in select locations around the country.