Shake Shack in expansion mode as it takes wraps off Project Catalyst retail technology initiative

Shake Shack has announced Project Catalyst, a technology initiative focused on scaling its digital, data, and operational platforms as it expands to 1,500 company operated locations.

Project Catalyst will involve modernising restaurant systems, launching the brand’s first loyalty platform, expanding AI capabilities, and advancing its data foundation.

“Shake Shack is entering a significant phase of growth and building the right foundation to support that scale is a top priority,” says Rob Lynch, Chief Executive Officer at Shake Shack. “Project Catalyst strengthens the technology and digital capabilities that power our restaurants and connect us more meaningfully with our guests. These investments will help our teams operate more efficiently, enhance the guest experience, and position Shake Shack to scale successfully toward 1,500 company operated Shacks.”

Key elements of Project Catalyst include:

Shake Shack has engaged Qu, a cloud native unified commerce platform, to evolve its PoS and kitchen display systems and improve throughput, accuracy, and operational execution.

First ever loyalty platform

Shake Shack is developing its first loyalty platform. This will integrate across PoS and digital channels to enable more personalised communication and experiences.

AI

AI capabilities aim to enhance restaurant operations, elevate guest engagement, and drive enterprise productivity.

These capabilities are focused on delivering real-time operational insights, enabling faster and more informed decision-making, and providing intelligent support to restaurant operators and support teams. At the centre of this vision is an intelligent operating layer for every location, surfacing proactive insights, alerts, and recommendations for operators.

Data and insight platforms

By bringing together operational data, guest behaviour, and analytics, Shake Shack says that it is creating a unified view of performance that supports better decision-making at every level of the organisation. These capabilities will enable more personalised guest experiences, improved service speed and accuracy, and stronger operational execution across the system. This foundation will also serve as the backbone for Shake Shack’s expanding AI capabilities.

“As we continue to grow, we’re building a technology platform designed to scale with the business,” says Justin Mennen, Chief Information and Technology Officer at Shake Shack. “Project Catalyst brings together modern restaurant systems, advanced data platforms, and AI driven capabilities that help our teams operate more efficiently and make faster decisions. By connecting our PoS, digital, loyalty, and AI capabilities into one ecosystem, we’re creating the foundation to deliver Enlightened Hospitality at scale.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.