Shake Shack Shakes Things Up: AI-Powered Plant-Based Delights Hit the Menu

Shake Shack Shakes Things Up: AI-Powered Plant-Based Delights Hit the Menu

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In this article, we’ll look at how Shake Shack is innovating its menu with AI-designed plant-based options. Partnering with food tech startup NotCo, Shake Shack is introducing a new veggie burger, non-dairy chocolate shake, and non-dairy frozen custard to its offerings.

Key Takeaways:

  • Shake Shack and NotCo collaboration brings new plant-based options to over 260 locations nationwide.
  • The AI program “Giuseppe” from NotCo helps create plant-based alternatives with a focus on flavor, texture, nutrition, and functionality.
  • The new Veggie Shack burger contains mushrooms, sweet potatoes, carrots, farro, and quinoa.
  • Shake Shack teamed up with NotCo in May 2022 to create milkshakes and frozen custards that are free of dairy. They use NotMilk, a plant-based drink that is eco-friendly and sustainable.

NotCo’s AI Program “Giuseppe” Crafts Plant-Based Alternatives:

At the core of this collaboration between Shake Shack and NotCo is an AI program called “Giuseppe.” 

This innovative technology helps create plant-based alternatives that closely mimic the taste, texture, nutrition, and functionality of their animal-based counterparts. 

By analyzing the molecular structure of traditional animal-based foods, Giuseppe identifies suitable plant-based ingredients that can be combined to create a similar product.

This groundbreaking technology has allowed NotCo to develop a range of plant-based products, including NotMilk, NotBurger, and NotChicken. 

These offerings have caught the attention of major investors, including Jeff Bezos, who see the potential for AI-driven food innovation to transform the industry.

Shake Shack Introduces Veggie Shack Burger Nationwide

Shake Shack’s new Veggie Shack burger is the result of extensive testing and development. 

This satisfying plant-based alternative features a patty made of mushrooms, sweet potatoes, carrots, farro, and quinoa. 

To complete the burger, it is topped with American cheese, crispy onions, pickles, and ShackSauce.

Starting May 5th, the Veggie Shack burger will be available at over 260 Shake Shack locations across the United States. 

This nationwide rollout demonstrates Shake Shack’s commitment to providing diverse menu options that cater to various dietary preferences and needs.

Non-Dairy Chocolate Shake and Frozen Custard: Sustainable, Plant-Based Goodness

In addition to the Veggie Shack burger, Shake Shack is also offering a non-dairy chocolate shake and a non-dairy frozen custard. 

These dessert options were developed in collaboration with NotCo and feature the company’s sustainable, plant-based beverage, NotMilk.

NotMilk is designed to taste, cook, and blend just like traditional milk, making it the perfect ingredient for Shake Shack’s non-dairy desserts. 

These plant-based treats became available across the country on May 2nd, following successful tests in select markets.

Shake Shack and NotCo: A Successful Partnership

The partnership between Shake Shack and NotCo began in May 2022 when the fast-food chain started offering dairy-free milkshakes and frozen custards at ten locations in the United States. 

The positive response to these new menu items led to their nationwide rollout.

Matias Muchnick, who is the CEO and co-founder of NotCo, shared his enthusiasm about teaming up with Shake Shack. 

He said that it was a goal of his and one of the biggest achievements for NotCo. 

Muchnick also mentioned that having a customized NotCo product available at all Shake Shack locations is a testament to their capability of producing tasty and profitable versions of products quickly that are attractive to a large number of people.

NotCo’s Growing Impact in the Food Industry:

NotCo’s success in partnering with Shake Shack is just the beginning of the company’s influence in the food industry. 

The Chilean food-tech startup has already established partnerships with major chains across South America and continues to expand its reach.

For example, NotCo has collaborated with Starbucks to bring NotMilk to the coffee giant’s Colombian locations. 

Additionally, the company has entered into a joint venture with The Kraft Heinz Company, leading to the development of dairy-free Kraft Singles and a vegan Kraft Mayo, with more 

innovative products planned for release in 2024. 

These partnerships and product developments showcase NotCo’s increasing impact on the global food industry as it continues to revolutionize plant-based offerings.

NotCo’s success has not gone unnoticed by investors. In 2021, the company closed a $235 million Series D funding round, attracting the support of high-profile individuals such as vegan race car champion Lewis Hamilton, musician Questlove, and Twitter CEO Jack Dorsey. 

This financial backing has provided NotCo with the resources necessary to continue expanding its presence in the food sector and develop new plant-based alternatives.

As consumer preferences evolve and the demand for sustainable food options grows, companies like Shake Shack are recognizing the need to adapt and diversify their offerings. 

The partnership with NotCo, driven by cutting-edge AI technology, has enabled Shake Shack to develop innovative plant-based menu items that cater to a wider range of dietary needs.

With the nationwide rollout of the Veggie Shack burger and the non-dairy chocolate shake and frozen custard, Shake Shack is not only meeting consumer demand for plant-based options but also contributing to a more sustainable food system. The collaboration between Shake Shack and NotCo demonstrates the potential for AI-driven innovation in the food industry and the growing importance of plant-based alternatives in the market.


The partnership between Shake Shack and NotCo is a prime example of how AI technology can drive innovation in the food industry. 

By crafting delicious plant-based alternatives that closely mimic traditional animal-based products, companies like NotCo are making it easier for consumers to embrace sustainable and diverse dietary choices. 

As this collaboration gains momentum and similar partnerships develop, the food industry can expect a future where AI-driven, plant-based offerings become the norm.


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Judith Harvey is a seasoned finance editor with over two decades of experience in the financial journalism industry. Her analytical skills and keen insight into market trends quickly made her a sought-after expert in financial reporting.