Shake Shack (NYSE:SHAK) shares fell over 3% intra-day today after BTIG downgraded the stock from Buy to Neutral. While BTIG still sees long-term margin expansion potential for the fast-casual burger chain, analysts flagged concerns over near-term traffic trends and the complexity of the company’s evolving strategy.
Management’s push to ramp up advertising, increase limited-time offerings, enhance loyalty programs, accelerate store openings, and expand drive-thru service has introduced a wide range of variables into Shake Shack’s operations. According to BTIG, this broad slate of initiatives could make it difficult to pinpoint which actions are driving results and which may dilute returns.
With guest frequency potentially under pressure in the current consumer environment, the firm has opted to move to the sidelines until greater clarity emerges around the effectiveness of the company’s strategic changes.
