Shake Shack targets wellness trend with new ‘Good Fit’ menu selection

Shake Shack (NYSE: SHAK) is the latest fast-casual giant to lean into the functional food movement, officially unveiling its "Good Fit" menu — a curated lineup of high-protein, low-carb, and lifestyle-specific options.

The initiative, which rolled out nationwide just ahead of the 2026 New Year’s resolution season, signals a strategic pivot toward diners seeking nutritional transparency and specific dietary support, including those on GLP-1 weight-loss regimens.

High protein, low math

The Good Fit menu is not a list of new ingredients, but rather a streamlined, "work-done-for-you" curation of Shake Shack’s core items with specific modifications like lettuce wraps and gluten-free buns. The primary goal is to eliminate the "mental math" and customisation guesswork for health-conscious guests.

"We wanted to make health-forward choices easier without sacrificing the flavor and quality Shake Shack is known for," said John Karangis, Shake Shack’s executive chef and VP of culinary innovation.

The menu highlights several high-macro options, including:

• Double SmokeShack (Lettuce Wrap): 52g protein, 5g carbs.
• Double Avocado Bacon Burger (Lettuce Wrap): 51g protein, 4g carbs.
• Gluten-Free Double ShackBurger: 47g protein (served on a dedicated gluten-free bun).
• Chicken Shack (Lettuce Wrap): 27g protein.
• Double Veggie Shack (Lettuce Wrap): 25g protein.

Capturing the GLP-1 market

The timing and composition of the menu align with a broader industry shift toward "GLP-1 friendly" dining. With the rising use of medications like Ozempic and Wegovy, consumers are increasingly prioritising high-protein, nutrient-dense meals that provide satiety without the volume of refined carbohydrates.

Shake Shack joins competitors like Chipotle and Sweetgreen, which have recently launched similar "macro-tracking" or high-protein initiatives to capture this burgeoning demographic.

A tactical play for the New Year

While Shake Shack has long been positioned as a premium "fine-casual" brand, this move allows the chain to compete more aggressively in the wellness space. By marketing existing items under a "Good Fit" banner, the company can drive traffic from health-motivated consumers without the operational complexity of introducing new SKUs.

The Good Fit menu is currently available for a limited time at all U.S. Shack locations and via the Shack App.

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