Shake Shack, the beloved American fast-casual restaurant chain, celebrated the opening of its first location in Toronto with a big splash. A key part of the festivities was the awesome branded merchandise, and Genumark played a role in making it all happen. We chatted with Jane Phillips, Marketing Director of Shake Shack Canada, to discover how it all came together.
For the launch, we worked with Jane and her team to choose a variety of fun and unique items:
Stickers: These were a fun and versatile addition, perfect for spreading the Shake Shack love.
Tote Bags: Featuring art by Briony Douglas, who also created the mural inside the Shack.
Toronto Varsity Style Ivory Shirt: Designed by Genumark’s own Graphic Designer Ashton Elliott, this cool shirt had a special design with the burger replacing the center “O” in Toronto, adding a local touch.
Key Chains: Practical and popular, these key chains were also designed by Ashton and included Shake Shack’s well-known branding.
Dad Hats: Designed with a Maple Leaf and Burger Icon, these hats perfectly symbolized Shake Shack’s entry into Canada.
We made sure the merch got into the hands of people who would appreciate it most:
Media and Influencers: At the Housewarming Party, media and influencers got a Dad Hat, Tote Bag, Key Chain, and Stickers. This was a great way to create buzz and excitement online and in the press.
First 100 Guests: To drum up excitement and reward early birds, the first 100 guests at the launch received some of the branded items.
Team Members: The team at the Toronto location received merchandise with the Toronto Location Icon Design to build team spirit and brand pride.
Stakeholders and Executives: Special Toronto Varsity Style Ivory Shirts were given to stakeholders and executives, making sure they had a special keepsake from the launch.
“Working with the Genumark team was an absolute pleasure,” said Jane.
“Jess Haag [Genumark Account Director] and her team were fantastic—they took our graphic requests and turned them into amazing designs with top-notch quality items.
We’ve received tons of positive comments!”
The response to the branded merchandise was overwhelmingly positive. Guests, team members, and stakeholders all loved the thoughtful and well-executed items. The Toronto Varsity Style Ivory Shirt and Tote Bag were particular hits, praised for their great design and quality.
In the end, Shake Shack’s partnership with Genumark helped make the Toronto launch a success and left a lasting impression, solidifying Shake Shack’s brand in the Canadian market.
