Shake Shack adds kiosks to digital sales reporting as revenue rises

Shake Shack is counting self-service kiosk purchases in its digital sales reporting, highlighting their role in its ordering strategy, according to its Q3 earnings report. Kiosk, app and website orders generated $240.2 million during the quarter, or 58.9% of company-operated restaurant sales. The revised measure excludes third-party delivery orders, which the company previously included.

The company said the change better reflects how it evaluates technology investments and studies customer behavior. Shake Shack also is developing loyalty capabilities and upgrading restaurant systems, digital platforms and data infrastructure through its Project Catalyst initiative, aiming to improve ordering and help employees serve customers.

Total third-quarter revenue rose 15.2% from a year earlier to $423.3 million, while sales at comparable restaurants increased 2.5%. Net income attributable to Shake Shack reached $16.5 million, or 39 cents per diluted share. The chain opened 21 company-operated restaurants and 16 licensed locations during the quarter.