Shake Shack names brand chief, plans Hawaii expansionPhoto: Shake ShackSeptember 22, 2025Shake Shack Inc. announced two major moves this month as it prepares for its next phase of growth: the appointment of Michael Fanuele as its first chief brand officer and plans to open its first Hawaii location in 2027. He joins the company's leadership team after serving as a consultant for Shake Shack earlier this year, where he played a role in brand positioning and the selection of a new creative agency. "With Michael stepping in as our new Chief Brand Officer, we're excited to take this next step in evolving our marketing model," Lynch said in a company press release. "His creativity, experience and leadership will help us continue building demand for our culinary innovation, optimizing our media investments and strengthening the Shake Shack brand for years to come." Shake Shack has more than 625 locations worldwide, including over 400 in the United States.