Shake Shack Expands Vegan and Vegetarian Options Amid Growing Demand

Shake Shack is expanding its menu by introducing three new vegan and vegetarian options, including a permanent veggie burger named the “Veggie Shack.” This decision aligns with the rising vegan fast-food market, which is currently valued at about $19 billion and is anticipated to reach $28 billion by 2033.

The Veggie Shack features a delicious blend of mushrooms, sweet potatoes, carrots, farro, and quinoa, topped with American cheese, onions, pickles, and the iconic ShackSauce. At $8.29, this burger is expected to become a favorite among vegan and vegetarian patrons. Additionally, two other plant-based items will be added to the menu: a non-dairy chocolate shake made with NotMilk, priced at $6.39, and a non-dairy frozen custard, also made with NotMilk, for $4.29.

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Starting May 2, customers can order the veggie burger through the Shake Shack app, and the shake and frozen custard will be available from the same day. The Veggie Shack will officially become part of the in-store menu on May 5.

As the vegan fast-food market is projected to grow at an annual rate of 4.5% from 2023 to 2033, Shake Shack’s new items enable the chain to tap into this burgeoning market. Other fast-food giants like McDonald’s, Burger King, KFC, Taco Bell, and Wendy’s have also explored vegan and vegetarian options.

In 2021, McDonald’s entered a three-year global strategic partnership with Beyond Meat, though the “McPlant” has not been permanently added to U.S. menus yet. Burger King features the Impossible Burger, while KFC and Taco Bell, both under the YUM! Brands umbrella, have tested Beyond Meat products. Wendy’s introduced its Curry Bean Burger, a vegetarian choice akin to Shake Shack’s Veggie Shack.

Shake Shack’s menu diversification coincides with the company’s upward momentum on Wall Street, as its stock has increased over 32% year-to-date. This outpaces McDonald’s (up 13%), Restaurant Brands International (Burger King’s parent company, up 9.4%), YUM! Brands (up 11%), and Wendy’s (down 1.9%).

In addition to broadening its menu, Shake Shack is concentrating on growth. The company aims to open nearly 40 U.S. locations in 2023 and will announce its fiscal Q1 earnings results before the market opens on Thursday.

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