Having been a decades-long institution, burger chain Steak ‘n Shake is overhauling its wholesale to stay fresh in a crowded market. The steakburger and hand-dipped milkshake chain closed 200 stores in recent years after it was unable to match chains such as Chick-fil-A. But now it is trying to mount a comeback by giving up its menu, service, and payment systems.
From table service to self-service kiosks
One of the greatest changes came in 2020, when Steak ‘n Shake eliminated table service after 78 years. Customers can now order from the counter or self-service kiosks with additional takeout and delivery options.
This shift reduced expenses and was more efficient but changed the dining experience. Steak ‘n Shake once was renowned for offering a better sit-down experience for fast-food prices. Taking it to counter service made it a more fast-casual chain, watering down the personal touch that initially set it apart.
The franchise model brings opportunities
The chain also turned to a franchise model, like competitor Chick-fil-A. It can open a store with as little as $10,000 in initial investment and share profits with headquarters.
This system allows Steak ‘n Shake to expand without being responsible for the full cost of new stores. It’s an attempt to revive the brand in communities hit hardest by closures but keep overheads under control.
Back to beef tallow
In a surprise food switch, Steak ‘n Shake reversed and began frying shoestring fries, onion rings, and chicken tenders in beef tallow.
The chain had earlier used seed oils, but turning back to tallow has their menu tasting as original as the initial flavour of the chain. Frozen foods continue to come packaged in seed oils prior to frying, but a flip shows the return of the brand’s focus on quality and nostalgia.
Adopting cryptocurrency
Keeping up with the times, Steak ‘n Shake is now accepting Bitcoin as payment. With cryptocurrencies more in vogue than ever, the action places the chain at the vanguard and targets technology-driven consumers.
A company that prides itself on tradition taking on cryptocurrency in this way is a move that’s as risky as it is progressive and demonstrates Steak ‘n Shake getting into step with the evolving marketplace.
Signs of a comeback
These four underlying changes — self-service, franchising, beef tallow, and Bitcoin payment — appear to be paying off. Industry watchers note same-store sales are starting to grow. Net sales for the first half of 2025 were $88.47 million, a gain of 14.8% over the first half of 2024.
While its competitor Burger-Fi and other regional competitors are struggling, Steak ‘n Shake appears to be rounding out once more.
Challenges ahead
With such inclusions, Steak ‘n Shake still faces issues. Direct competition with the likes of Chick-fil-A, McDonald’s, and Wendy’s requires maintaining the fundamental aspects of quality food, being efficient, and making the customer smile. Adjustment to fast-casual eating is thrifty but runs the risk of driving away die-hard fans who loved the original sit-down affair.
Franchising and teching up can assist, but the chain will have to continue soldiering on if it is to stay afloat in the burger-saturated market.
Looking ahead
From kiosks to beef tallow french fries, Steak ‘n Shake is proving that it can change, but its roots remain. With higher sales and a better business model, the brand may be poised for a resurgence — keeping those retro-style burgers and milkshakes around for a new generation.
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