The document describes how the Henderson family enjoys spending their Friday nights at Steak 'n Shake for French Fry Fridays. It allows the family to spend quality time together over burgers, shakes, and free fries while also playing games for chances to win more food. The family appreciates that Steak 'n Shake provides affordable options that everyone in the family enjoys. The document also describes how late-night friends Nick and Adam discover Steak 'n Shake meets their needs for a unique late-night dining option. Finally, the document discusses how Daniel, a busy manager, is able to get a quick lunch from the nearby Steak 'n Shake during his limited break time.

1. FRENCH FRY
FRIDAY
POINTS
SIDE BY SIDE?
? ? POINTS
NEW FLAVORS
POINTS
The Henderson’s Favorite Thoughtful
Meet the Henderson’s they are a typical family, Chris, Pam, Stevie 11, Donna 9
and little Sam, 3. They are busy and have a hard time getting together. They love
Steak N’ Shake because it provides a little bit for everyone. Of course, the Hen-derson’s
like to save time and money every once in a while, why not every Friday
night. Friday nights at Steak N’ Shake provide some much needed family Quality
Time at a place that everyone loves that doesn’t break the bank.
1. Every Friday Pam Henderson gets a text
reminding about French Fry Fridays her to take
place. As the Henderson’s look for an opportu-nity
to have Family night, French Fry Friday lets
them be together and earn points.
2. On the way to Steak N’ Shake the kids get
engaged by discovering new shake flavors and
deciding what they want for dinner.
3. As the kids eat their burgers, free French
Fries and sip their shakes, they play the side-by-
side shake game, to create new flavors and
the chance to win BOGOS.
4. At the register, Mrs. Henderson’s shows her
bar code for French Fry Friday to get Free
French Fries for the whole family.
5. Later that week Mrs. Henderson gets a up-date
from the App. There are new shake flavors
launching this weekend. She tells the kids and
they are planning the next trip.
6. Steak N’ Shake is the Henderson’s favorite
place for family quality time, because they are
so thoughtful at every touch point, digital and
in person.

2. AWSOME!
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At Steak ‘n Shake with Nick.
Can’t wait to get my burger!
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Nick and Adam Late Social
Meet Nick and Adam, after spending the night out, they are hungry but, are tired
of the norm. Nick and Adam look for things that are new and different, they want
to be seen as different and thinks it is cool to be seen as influencers.
1. After the fun Saturday night our, they are
hungry! They don’t want the easiest option;
they want the one that will fit demanding needs
and discerning tastes.
2. Nick Google’s for Burgers, hoping to find
something that will guide him to a better op-tion.
3. Nick sees Steak N’ Shake in the results and
sees that it is really close to their current loca-tion.
4. He clicks and sees that Steak N’ Shake has
excellent reviews and is less then a mile away.
Onward for Burgers and Shakes!
5. When ordering they say a Table Tent that lets
them know about the ‘n club and the badges
they can earn, by just texted a code. They want
all their friends to know about the excellent au-thentic
place they found and share the badge
thru their social networks. Nick and Adam get a
BOGO for their next visit.
6. By staying true to Steak N’ Shakes authentic
roots, they are both open late and are social

3. 2.5 MILES
YOU ARE 2.5 MILES
AWAY FROM LUNCH
JOIN
club
club
Idea
Get food
Eat
Download
& Sign Up
Relax
TOTAL:
10sec
15min
20min
5min
15min
1hr
Meet Daniel Close Easy
Daniel is a Manager who has a demanding job who normally takes his lunch at
his desk, he forgot his lunch today, so, wants somethingthat is close, quick and
ideally he can take back to his office.
1. Daniel has just finished a meeting and is
starting to think about lunch. He is reading an
article about one of his clients on his iPad.
2. He sees a banner ad that says he is 2.5
miles away for lunch. His remembers seeing
his friends Nick and Adam posting about how
great Steak N’ Shake was and wants to try it.
3. With Steak N’ Shake only being 2.5 miles
away he can drive there, order his food and be
back at his desk super quick.
4. As he unpacks his bag he discovers a postcard for the
n’ club encouraging him to sign up and download the app.
Because he is enjoying his burger he downloads the Steak
N’ Shake app and learns about the Steak N’ Shake heritage
and discovers they serve breakfast, he plans on going in the
morning.
5. Daniel gained 15 minutes to his jammed
packed day, and got a bit of time to relax and
prepare for his afternoon meetings.
6. His friends bragged about their Saturday Late night
meal, and they had a presence where he needed them
to be. Steak N’ Shake was Super Close and Awesomely
Easy making him an actively
engaged devotee.