Shake Shack is an American premium fast-casual burger brand with a cult following across North America, the Middle East, Europe, and Asia — including multiple locations across Singapore, South Korea, and the broader Asia Pacific region. As consumer behaviour shifted decisively toward mobile ordering during and after the COVID-19 pandemic, Shake Shack invested significantly in its digital channels. Product analytics — powered by Mixpanel — became the mechanism for understanding how customers interact with the Shake Shack mobile app and how to make that experience better with every update.
The Digital Transformation of Fast-Casual Dining
Restaurant digital channels — mobile apps, websites, delivery platform integrations — have transformed from convenience features to primary revenue drivers. Brands that understand how customers navigate their digital ordering experience, which menu items generate the most discovery, and where ordering friction causes abandonment can systematically improve conversion and drive incremental revenue. For Shake Shack, every percentage point improvement in app checkout completion rate translates to meaningful revenue across hundreds of thousands of orders.
Using Mixpanel to Optimise the Mobile Ordering Funnel
Shake Shack uses Mixpanel to track the complete digital ordering journey — from app open through menu browsing, item customisation, cart building, checkout, and order confirmation. Funnel analysis identifies the specific steps where users abandon most frequently. Is the customisation UI too complex? Is payment adding unnecessary friction? Are users being served menu items relevant to their location and time of day? These insights inform targeted product improvements that move conversion metrics.
Loyalty Programme Analytics with Mixpanel
The Shake Shack loyalty programme — Shack Tracks — drives repeat purchase behaviour by rewarding frequent customers. Mixpanel cohort analysis helps Shake Shack understand which loyalty behaviours correlate with the highest lifetime customer value: which reward redemptions drive the most incremental visits, which communication triggers convert points accumulators into active redeemers, and which customer segments are most responsive to loyalty incentives. These insights allow the loyalty programme to be continuously optimised for both engagement and margin.
What Restaurant Brands in Southeast Asia Can Learn
Southeast Asia's restaurant and food & beverage sector is one of the most digitally engaged in the world. Singapore, Vietnam, and Indonesia have extremely high food delivery app penetration, and restaurant brands with their own digital channels compete aggressively with third-party delivery platforms. Analytics capabilities like those Shake Shack employs — funnel optimisation, retention cohort analysis, loyalty intelligence — are directly applicable to F&B brands building digital channels in the region.
Frequently Asked Questions
How do restaurant brands use product analytics?
Restaurant brands use product analytics to track mobile ordering funnel conversion, optimise menu discovery and item recommendation, measure loyalty programme engagement and ROI, and A/B test app experience improvements. The goal is to maximise revenue per digital visit and increase customer return frequency.
What metrics matter most for restaurant app analytics?
Key metrics for restaurant apps include order completion rate, items per order, average order value, loyalty programme enrolment rate, and 30/60/90-day return visit frequency. These metrics, tracked by segment and cohort, provide the insights needed to improve both the digital experience and business outcomes.
Can Mixpanel be used for restaurant and F&B businesses in Vietnam?
Yes. Mixpanel is well-suited for any business with a mobile app or web ordering channel, including restaurants, food delivery platforms, and F&B brands with loyalty programmes. AKA Digital has implemented Mixpanel for consumer brands across Vietnam and Southeast Asia. Book a free Mixpanel consultation.
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