New York-based Shake Shack Inc. (SHAK) is opening a cashless, kiosk-only location in its hometown, CNBC reported.
The new operation is geared toward testing digital innovations with Shake Shack customers before implementing them at other stores. When the new location opens in Manhattan's Astor Place this month, customers will order on their phones or at kiosks and receive a text when their food is ready for pickup.
The new site is called a "playground," Shake Shack CEO Randy Garutti said, and the workers manning the front-of-shop operations are to be called "hospitality champs." The new setup will allow those in the kitchen to focus on the burgers while those out front ensure the best possible experience for guests, Garutti added.
The location, which is still under construction, will have a similar dining room and waiting area as other Shake Shack locations. The kitchen has been rearranged to "eliminate friction time," Garutti said.
Shake Shack stock was up 0.48% to $33.39 in early trading Monday, Oct. 2.
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