Shake Shack has released a new milkshake to mark its support and respect for the LGBTQ community. It has been made available from June 1 and one can enjoy this shake for the whole period of Pride Month.
As we have entered this blissful Pride month to celebrate our LGBTQ companions, Shake Shack, a New York City-based restaurant chain, has already shown the organization’s love and respect towards the LGBTQ community. On 25th May 2021 Shake Shack announced that it will release a brand new milkshake, especially for Pride month as a symbolic gesture of honor towards this month.
This Rainbow shake is a mix of blackberry and strawberry frozen custard with whipped cream, mango, and passion fruit blend and rainbow glitter on top. It comes in a special Pride cup which is designed for this purpose with a modified Shake Shack logo colored with all the colors of Pride Flag. This shake gives a beautiful experience of taste, honor, and respect.
The Restaurant chain has also announced that it will donate 5% of the total sale from this Pride shake and a minimum donation of $50,000 to The Trevor Project, an NGO that works for suicide prevention among young LGBTQ people.
Not the first Rainbow Shake
It is not the first time that Shake Shack has created something to mark its respect for pride month. Before the onset of Pride month in 2019, Shake Shack created a unique cake batter-based milkshake with rainbow glitters on top for the same purpose. The organization was named one of the ‘Best places to work for the LGBTQ community in the same year.
Shake Shack Great Marketing Strategy
Without any doubt, this gesture from a top restaurant chain like Shake Shack is noteworthy but at the same time, it is a great marketing strategy. It is a very basic marketing technique of bringing or creating something of what the occasion is. From past years the viability of Pride month is increasing and people are celebrating this community, company has caught that social viability. Plus the company is also giving back to the community with all the donations it is going to do with the sale of the Rainbow Shakes.
All in all, it is a great social and marketing move.
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