Shake Shack, the modern-day “roadside” burger stand, has carved a significant niche in the fast-casual dining landscape. Beyond its delicious burgers, crinkle-cut fries, and concretes, the brand has become synonymous with quality ingredients, a vibrant atmosphere, and a certain playful spirit. One manifestation of this spirit is the intriguing “Purple Cow” shake. But what exactly is a Purple Cow at Shake Shack? It’s much more than just a purple-colored milkshake. It represents a broader marketing philosophy, a dedication to customization, and a delightful secret menu item adored by fans. Let’s dive deep into the mystique surrounding this iconic shake and explore its significance.
Unveiling the Mystery: Defining the Purple Cow
The term “Purple Cow” originates from Seth Godin’s influential marketing book, Purple Cow: Transform Your Business by Being Remarkable. Godin argues that in today’s saturated marketplace, being merely “good” isn’t enough. To truly stand out, a product or service must be remarkable – something worth talking about, something that catches the eye and disrupts the ordinary. Think of it this way: driving through a field of brown cows might be unremarkable, but encountering a purple cow would instantly grab your attention and spark conversation.
At Shake Shack, the Purple Cow shake embodies this principle. It’s not a standard menu item you’ll find plastered on the order board. Instead, it’s a customizable, off-menu creation born from a simple request: a vanilla shake blended with grape soda. This unexpected combination, while potentially unusual to some, is surprisingly delicious and inherently “remarkable” due to its unconventional nature and vibrant purple hue. It is a secret menu item that helps in word-of-mouth marketing.
The Secret is Out: It’s Not Just Grape Flavor
While the base of the Purple Cow is undeniably vanilla ice cream and grape soda, the magic lies in the execution. Shake Shack uses high-quality vanilla frozen custard as the foundation for its shakes, giving them a richer, creamier texture than typical ice cream shakes. The choice of grape soda is also crucial. Shake Shack generally uses a brand that delivers a bold, authentic grape flavor without being overly artificial. This combination creates a refreshing and surprisingly harmonious blend of sweet vanilla and tangy grape.
However, because it’s a customizable item, there can be variations. Some Shake Shack locations might use different brands of grape soda depending on availability. Some customers even request additional flavorings or toppings, further personalizing their Purple Cow experience. This flexibility is another key aspect of its appeal.
Why the Purple Cow Matters: More Than Just a Milkshake
The Purple Cow at Shake Shack isn’t just a refreshing beverage; it’s a symbol of the company’s broader values and marketing strategy. It showcases their willingness to embrace customization, reward loyal customers who are “in the know,” and foster a sense of community around their brand. Its existence speaks volumes about Shake Shack’s customer-centric approach.
Word-of-Mouth Marketing at its Finest
In an era dominated by digital advertising, the Purple Cow thrives on old-fashioned word-of-mouth. Because it’s not heavily promoted, its existence is primarily spread through customer recommendations, online forums, and social media posts. This organic marketing is incredibly powerful, as people are more likely to trust recommendations from friends and fellow food enthusiasts than from traditional advertising campaigns. The mystery and exclusivity surrounding the shake contribute to its allure, making it a coveted item among Shake Shack fans.
Empowering Customization and Personalization
Shake Shack encourages customers to experiment and create their own unique flavor combinations. The Purple Cow is a prime example of this philosophy in action. It demonstrates that the company is open to off-menu requests and willing to go the extra mile to satisfy its customers’ cravings. This emphasis on customization fosters a sense of ownership and loyalty, turning customers into brand ambassadors.
Building Community and Fostering Loyalty
The Purple Cow serves as a subtle “insider” item, creating a sense of camaraderie among those who know about it. It’s like a secret handshake that connects loyal customers and differentiates them from casual visitors. This feeling of belonging strengthens the bond between Shake Shack and its fans, encouraging repeat business and positive word-of-mouth. Knowing about the “secret” menu builds excitement and anticipation.
How to Order Your Own Purple Cow at Shake Shack
Now that you understand the significance of the Purple Cow, you’re probably eager to try one for yourself. The ordering process is straightforward, but it’s helpful to know what to expect. Since it’s not on the menu, you’ll need to specifically request it.
The Magic Words: Request a Custom Shake
The best approach is to politely ask the Shake Shack employee for a vanilla shake with grape soda. You can say something like, “Can I get a vanilla shake blended with grape soda, please?” Most Shake Shack employees will know exactly what you’re referring to. If they seem unsure, simply explain that you’d like a vanilla frozen custard shake with grape soda mixed in. Clarity helps avoid any confusion.
Be Prepared for Variations and Possible Limitations
While most Shake Shack locations can accommodate the Purple Cow request, there might be occasional exceptions. Sometimes, a particular location might be out of grape soda, or the employee might be unfamiliar with the drink. In such cases, be understanding and respectful. You can always try again at another location or on a different day.
Also, remember that the taste of the Purple Cow can vary slightly depending on the brand of grape soda used and the specific proportions of vanilla custard and soda. Don’t be afraid to experiment and adjust your order to find your perfect combination. You might want to try it with a different soda flavor too!
Beyond the Basic Purple Cow: Customization Options
The beauty of the Purple Cow lies in its adaptability. Once you’ve tried the standard version, feel free to experiment with different variations. You could add whipped cream, sprinkles, or even a drizzle of chocolate sauce. You could also try substituting a different flavor of soda, such as orange or cherry, to create your own unique “cow” shake.
Consider these variations for a more personalized experience:
- The “Fizzy Cow”: Ask for extra soda to make it extra bubbly.
- The “Sweet Cow”: Add a pump of simple syrup for an extra sugary kick.
- The “Deluxe Cow”: Top with whipped cream and your favorite sprinkles.
The Lasting Legacy of the Purple Cow
The Shake Shack Purple Cow is a testament to the power of remarkable marketing, customer-centricity, and a willingness to embrace the unexpected. It’s more than just a milkshake; it’s a symbol of the brand’s commitment to quality, customization, and community. By understanding the story behind the Purple Cow, you gain a deeper appreciation for Shake Shack’s unique approach to the fast-casual dining experience.
It’s a great example of how a simple, customizable item can become a beloved secret menu offering, driving word-of-mouth marketing and fostering brand loyalty. So, the next time you visit Shake Shack, don’t hesitate to ask for a Purple Cow. You might just discover your new favorite shake and become part of the “in” crowd. It’s a perfect blend of nostalgia and modern-day customization, proving that sometimes, the most remarkable things are hidden just beneath the surface, waiting to be discovered.
What exactly is a Shake Shack Purple Cow?
A Shake Shack Purple Cow isn’t actually an official menu item, but rather a creative, off-menu concoction. It’s essentially a milkshake, but its distinguishing feature is the blend of vanilla ice cream with grape soda. Think of it as a nostalgic nod to a classic ice cream float, but delivered in the creamy, blended format Shake Shack is known for. The “Purple Cow” moniker likely stems from the drink’s signature purple hue resulting from the combination of the white vanilla ice cream and the dark purple grape soda.
It’s important to understand that ordering a “Purple Cow” at Shake Shack might not guarantee you the exact same drink every time. Since it’s a customized item, the execution depends on the particular employee making it and the available grape soda. Some locations might even substitute grape juice if they lack the soda. Therefore, it’s best to clearly specify your request: a vanilla milkshake blended with grape soda to achieve the desired Purple Cow effect.
Why should I care about the Shake Shack Purple Cow?
The Shake Shack Purple Cow provides a fun, customizable experience, offering a break from the standard menu. It’s an opportunity to explore different flavor combinations and personalize your milkshake to your liking. Beyond just the taste, it’s also a way to engage with the “secret menu” culture that often surrounds popular food chains, adding a sense of exclusivity and discovery to your Shake Shack visit.
Furthermore, the Purple Cow embodies the spirit of culinary experimentation and the enjoyment of simple pleasures. It reminds us that sometimes the most satisfying things come from unexpected pairings and a willingness to step outside the ordinary. It’s a delicious, visually appealing treat that can bring a little bit of whimsy and delight to your day.
Is the Shake Shack Purple Cow healthy?
No, the Shake Shack Purple Cow is not a healthy option. It is a milkshake made with vanilla ice cream and grape soda, both of which are high in sugar and calories. It contains very little nutritional value, such as vitamins, minerals, or fiber.
Consuming the Purple Cow frequently or in large quantities can contribute to weight gain, increased risk of type 2 diabetes, and other health problems associated with high sugar intake. It should be considered an occasional treat rather than a regular part of a balanced diet.
How do I order a Purple Cow at Shake Shack?
Since it’s not officially on the menu, you can’t simply ask for a “Purple Cow” and expect every employee to immediately know what you mean. The best approach is to clearly and specifically describe your desired drink. Start by ordering a vanilla milkshake.
Then, request that they blend in grape soda with the vanilla milkshake. Be prepared to explain if needed, and specify how much grape soda you’d like added to achieve your preferred level of grape flavor. Some locations might even suggest alternatives if grape soda isn’t readily available, such as using grape juice.
Are there any variations of the Shake Shack Purple Cow?
Absolutely! Because it’s a custom concoction, the Purple Cow is ripe for experimentation. You can modify it to suit your taste preferences in numerous ways. One popular variation involves adding whipped cream and a cherry on top for a more classic sundae feel.
Another approach is to adjust the ratio of vanilla ice cream to grape soda. Some prefer a stronger grape flavor, while others prefer a milder, creamier version. You could also try using different types of vanilla ice cream or even experiment with adding other ingredients like sprinkles or chocolate syrup. The possibilities are truly endless.
Is the Shake Shack Purple Cow available at all locations?
The availability of the Shake Shack Purple Cow depends on the location and the availability of grape soda. Since it’s an off-menu item, not all locations consistently stock the necessary ingredients to create it. Some branches might not even be familiar with the request.
Before visiting, it’s advisable to call ahead and inquire whether they have grape soda or a similar grape-flavored beverage that can be used to create the drink. This can save you a potentially disappointing trip and ensure you can enjoy your desired Purple Cow.
How much does a Shake Shack Purple Cow cost?
The cost of a Shake Shack Purple Cow is not fixed, as it depends on the base price of the vanilla milkshake and any additional charges for customization. Since it’s not a standard menu item, it will be priced based on the individual components.
Expect to pay the price of a vanilla milkshake plus a small upcharge, if any, for the addition of the grape soda. It’s always a good idea to ask for a price estimate before placing your order to avoid any surprises at the register.