As brands vie for Gen Z’s ever-fleeting attention, U.S fast-food chain, Shake Shack is betting on gaming—specifically, one that targets younger generations whose schedules allow for hours spent simulating idyllic lives.
Shake Shack has partnered with Tumblr mod creators BeansBuilds and Insimnia to build an exact replica of the restaurant and menu in The Sims 4 universe, where players can pretend to order burgers, chicken sandwiches, chicken bites, fries, shakes, frozen custard, and beer and wine.
Kristyn Clark, Shake Shack’s director of brand and communications explained that the brand’s intention was to connect with fans in creative ways and hopefully tap into new audiences.
“Gaming is an area we’ve always talked about, but have never entered into in a serious way,” Clark said.
“We know The Sims resurged in popularity during the pandemic, and the user base is massive. We also know there is a strong food culture developed within the game,” Clark says. “We saw The Sims as the perfect medium to showcase Shake Shack and offer fans new opportunities to engage with our brand.”
Gen Z customers make up a significant portion of Shake Shack’s guest demographic which made The Sims world the perfect point of entry. This isn’t the first time Shake Shack has partnered with a popular online content creator. Earlier this month, Shake Shack spiced up its classic menu items with ingredients from First We Feast’s viral YouTube series, Hot Ones.
Shake Shack is one of America’s fastest growing fast-food chains with more than 240 locations and $777 million in U.S. systemwide sales in 2021. The company opened 38 new restaurants last year and aims to add 45 to 50 new locations in 2022.
