Steak ‘n Shake is launching a bold Americana campaign featuring a massive American flag, unique menu items like a Bitcoin burger, and fries that have a special certification. This initiative, inspired by the Iranian-born CEO’s beliefs, aims to rekindle pride in American values.
“Of course, we’re proud of American traditions—who wouldn’t be?” said Sardar Biglari, the elusive CEO. His family’s journey to the U.S., arriving with nothing, greatly influences his perspective. He believes in the American dream and the possibility of transforming ideas into reality through hard work.
On October 4, Steak ‘n Shake announced plans to display the largest American flag allowed outside of 400 of its locations. These flags will vary in size, some reaching up to 40 by 80 feet, flying on poles towering at 130 feet.
Biglari, who sees his San Antonio-based Biglari Holdings as a “museum of business,” has a deep affinity for burgers and ice cream. He noted that business is a passion of his, not just a job.
Steak ‘n Shake has stirred the pot recently by criticizing competitors like Cracker Barrel, particularly over its rebranding efforts that were met with backlash. Biglari pointed out that despite knowing their customer base, the chain’s executives pushed for changes that alienated loyal customers and ultimately hurt the brand.
“They gambled on capturing a new demographic while neglecting core values and faced the consequences,” he remarked about Cracker Barrel’s missteps.
Meanwhile, Cracker Barrel’s leadership has defended their rebranding, stating that it was meant to improve visual clarity, not change the brand’s essence.
Biglari, with an ownership stake in Cracker Barrel, has clashed with its management in multiple unsuccessful proxy battles, facing labels of “activist investor” and other criticisms.
As an entrepreneur, he has a history of creativity; for instance, he has sold MAGA-style hats with slogans like “Make Fried Grease Again.” He’s also utilized billboards to comment on competitors, urging action against their leadership.
Despite the rivalry, Biglari has a proven track record. He transformed Steak ‘n Shake from a struggling entity in 2008 to profitable operation almost overnight. Now, the brand has adopted a franchise-focused model to adapt to market changes following pandemic-related challenges.
“When revamping a business, it’s akin to sculpting,” Biglari said, reiterating that great service and quality are what their customers seek, nothing more complicated.
Steak ‘n Shake also recently launched a Bitcoin burger, commemorating its decision to accept cryptocurrency payments. This move came after a health department official visited to promote their shift in cooking practices, eliminating certain oils.
Biglari remains critical of sterile corporate strategies that disregard customer sentiments, labeling some of them as “unmitigated disasters.” He envisions Steak ‘n Shake as a beacon for aspiring restaurant owners, emphasizing a meritocratic system that provides equitable opportunities.
Reflecting on his background, Biglari shared memories of fleeing Iran as a child under dire conditions, settling in San Antonio in 1984. Now, he aims to offer individuals with ambitious dreams in the hospitality sector a path to success through his franchise model.
Overall, Biglari envisions Steak ‘n Shake not just as a restaurant chain, but as a community space that embodies the values he holds dear, promoting health and traditional American culture.
