Shake Shack is Here for LGBTQ+ Employees and Guests, Always
The world has changed, and over the years, so has Pride. A global pandemic and a transformative movement for racial justice and inclusivity have shifted how we value each other and think about Pride 2021 in even more purposeful ways.
As the community celebrates in old and new ways this year, Shake Shack is focused on joining forces with long time partner The Trevor Project, the world’s largest suicide prevention and intervention organization for LGBTQ young people, to support their “Here” campaign to raise funds that’ll enable Trevor to serve an additional 100,000 crisis contacts from LGBTQ+ youth. 1.8 million LGBTQ+ youth have seriously considered suicide in the U.S. in the past year. The Trevor Project is here, whenever and wherever people need support, and it’s always 100% free. Shake Shack is proud to support their critical work with the limited-edition Pride Shake for the month of June, donating 5% of the sales price to The Trevor Project, with a minimum donation of $50,000.
“Shake Shack seeks to support and create safe spaces for LGBTQ+ employees and communities at a time when hatred against marginalized groups continues to escalate in this country,” said Idris Stover (she/her), Director of Diversity, Equity & Inclusion for Shake Shack. “We’re honored to partner with The Trevor Project once again. And we are continuing to play our role as a business by taking action and continue being a champion during Pride Month and beyond.”
Our new Pride Shake is made with strawberry and blackberry frozen custard and is topped with a mango and passion fruit blend, whipped cream and rainbow glitter. Starting June 1 through June 30, guests can find the Pride Shake available at all U.S. Shake Shack locations (excluding airports, stadiums and ballparks).
We’re serving up the Pride Shake in a dedicated Pride cup, featuring an updated Pride-themed burger icon. Our campaign is based upon the tenets of being inclusive and diverse, and therefore it was important to update our burger icon and campaign color palette to be consistent with the 2018 redesign of the Pride Flag. This color palette has the original rainbow, and includes the important addition of black and brown to represent people of color, as well as light pink and light blue representing the Trans pride flag.
This year’s campaign theme is UNSHAKEABLE. Throughout the development of our Pride campaign, and throughout any social impact campaign, our team approaches with intention, setting out to lift up the community on both sides of the camera. We collaborated with queer artists, employees, nonprofit partners, freelancers and more from concepting all the way through to execution. This is a philosophy we strive to always embody at Shake Shack and take pride in getting better every year. For our 2021 Pride campaign, we are excited to showcase photography by Jessie YuChen (she/they) and illustrations by Chi Nwosu (they/them).
We have always been on a mission to Stand for Something Good®, from our commitment to delivering an elevated guest experience and sourcing premium ingredients to supporting and investing in our people and communities around the world. Shake Shack has been an advocate of diversity and inclusion since the company’s early beginnings and actively supports the LGBTQ+ community, from team members to guests, year-round.
Earlier this year, we released our annual Stand For Something Good® Summary, outlining company milestones with a focus on community support, diversity, equity and inclusion, employee benefits and compensation and sustainability. While there is always more work to be done, we reached milestones that reflect our ongoing commitment to our people:
- • Staying focused on All-In, an internal initiative which ensures that team members we are fostering a culture of diversity, inclusion and empowerment for all employees. We established a dedicated Diversity, Equity and Inclusion function to advance our commitment to fostering a culture of belonging and equal opportunity for growth.
- • Launched our first Employee Resource Group, HEROIQ+, which stands for Helping to Educate Regarding Orientation, Identity & Queerness+.
- • Cited as “LGBTQ-Friendly” on Google’s address and business listings to indicate that locations are safe spaces for everyone.
- • Taking action to reclassify more single-stall restroom facilities for usage by all genders.
- • Earned a 100% score on Human Rights Campaign’s Corporate Equality Index for the third year in a row further underscoring our support of the LGBTQ+ community in the workplace.
Looking ahead to July, our HEROIQ+ employee resource group is helping produce our monthly Stand Together Series, an all-company diversity educational forum used to drive dialogue and foster a more inclusive workplace, with The Trevor Project, centered around the topic of mental health in LGBTQ+ youth. We hosted our first Stand Together Series event in the spring of 2020 to have open and honest dialogue about the personal experiences of team members from marginalized communities. The company-wide sessions have served, and will continue to serve, as an open forum and safe space for sharing personal stories to help heal and deepen the collective understanding of the challenges impacting minorities in America while strengthening our community and team.
This past year was challenging, but we want everyone to know that we’re here and ready to bring the energy, love and iconic shakes back for Pride this year. We look forward to spinning up our Pride Shake at the Shack nearest you!