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As part of our celebration of Black History Month, Shake Shack's Black + African American employee resource group (ERG), ABLED, led activations across the company. It culminated with a virtual fireside chat with with founder, Keba Konte, and chief brand officer, Rachel Konte, of Red Bay Coffee – a Black-owned coffee brand based out of Oakland, California and current partner on our limited-time featured Shake, the Wake & Shake.
During the discussion, with more than 170 Shake Shack leaders watching, Keba and Raquel discussed their growing brand, Black people's impact on the coffee industry, and how they prioritize their mental and physical wellness in connection to the Black History Month theme for this year, Black Health and Wellness.
As well, during the month of February, we offered a free Wake & Shake (which features Red Bay Coffee) to anyone who purchased Red Bay coffee on redbaycoffee.com.
The ERG also facilitated awareness about issues impacting the health and wellness of Black + African American people by sharing resources internally with team members across the company to support the month's theme. Promoting Black culture through music was also part of the month-long activations. The ERG curated a Black History Month playlist, featured on Spotify, that can be heard in Shacks across the country, and they encouraged our 270+ restaurant locations to share what Black History Month means to them through creative designs in team member spaces in our back of house areas.
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“Black History Month is time to reflect and celebrate the contributions Black + African Americans have made and continue to make to our society,” says Dave Yearwood, Area Director and founding member of ABLED. “Shake Shack is committed to enriching communities and elevating the team member experience, especially as it relates to Black + African Americans, not just during the month February but all-year-round.”