Burger chain plans to test out digital innovations on customers with new kiosk location.

Shake Shack plans to test out new technology and hospitality innovations in New York to learn more about its customers. According to a recent CNBC article, the burger chain will open its first-ever cashless kiosk in New York City this month. CEO Randy Garutti calls the location the “playground” for the digital innovations to come to life.

With no cashier’s counter, guests will use digital kiosks or their mobile devices to place orders and can receive a text when ready. Shake Shack employees who specialize in hospitality and customer service will be manning the kiosks to ensure a positive experience for customers. By removing cash and streamlining the back of the house operation, Shake Shack hopes the dining experience will become more seamless.

"It's really a guest-centric strategy," said Garutti. "We get the best people and the best hospitality. It's not just about the hamburgers."

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