Steak n Shake seeks younger customers
Steak n Shake hopes to create buzz with its new marketing plan targeting youth.
Steak n Shake hopes to create buzz with its new marketing plan targeting youth.
The Steak n Shake Co. has dropped plans to build 20 new restaurants, is cutting overhead expenses by about $20 million,
and closed 14 locations. The Indianapolis-based restaurant chain found $16 million in tax savings dating
back to 2006 and is working on a new, simple menu built around burgers, fries and milkshakes–all part of
a turnaround plan orchestrated by the chain’s new CEO, Sardar Biglari.
Two executives with longtime ties to The Steak n Shake Co. have joined a dissident Texas investor in his quest to overhaul
the Indianapolis-based restaurant chain. Shareholders who have agreed to work with Sardar Biglari include a former board member
the company once described as a “modern-day founder” of the restaurant chain, along with a former partner in Kelley & Partners
Ltd., the investment firm led by company patriarch E.W. Kelley before his 2003 death.
Local governments plan to throw Steak n Shake Co. a life raft of incentives worth about $275,000 to help the struggling chain
keep its headquarters in Indianapolis. The company has quietly agreed to retain about 180 employees here in exchange for a
$200,000 state training grant and a five-year personal property tax abatement worth about $75,000.
Texas investor Sardar Biglari rode a wave of shareholder anger to a landslide victory in his quest for Steak n Shake Co. board
seats. Now, the dissident 30-year-old investor who models his approach after Warren Buffett’s is hoping to deliver on his
promise to turn around the Indianapolis-based chain, with or without the chairmanship he covets.
Steak n Shake Co. CEO Peter M. Dunn analyzed and measured just about everything at the restaurant chain, from drive-through
times to employee turnover. All that research and testing was welcome when the company was thriving a few years ago. But the
lack of evidence that all the analysis was paying off eroded Wall Street’s confidence in Dunn.
But as more people seek out healthier food and become conscious of high fat and calorie counts in Steak n Shake’s staples,
some are staying away or not visiting as often. To fight back, the chain is working on a barrage of healthier menu options,
including yogurt shakes, chicken sandwiches and new salads. Perhaps a variation on the slogan that started it all in Normal,
Ill., in 1934 is in order: “In Sight It Must Be Light.” The first leaner…