Steak ‘n Shake, a regional fast-food chain, has recently implemented a distinct strategy involving political and cultural elements to revitalize its business. The brand has incorporated symbolic American imagery, replaced microwaves in its kitchens, and prominently featured Health and Human Services Secretary Robert F. Kennedy Jr. in its social media posts. Additionally, the company emphasizes the use of beef tallow in cooking, promoting a weekly “Tesla Tallow Tuesday” event and advertising tallow-based products.
This approach aligns with the “Make America Healthy Again” (MAHA) movement, and the chain has made changes consistent with this agenda. These include transitioning to cooking with beef tallow nationwide by 2025, switching to whole, unprocessed ingredients in milk and butter, and offering Coca-Cola made with cane sugar. On social media, Steak ‘n Shake publicly attributes part of its turnaround to these efforts.
The fast-food company also targets supporters of former President Donald Trump, openly courting this group through various marketing tactics. These include accepting and rewarding bitcoin payments, offering bonuses denominated in bitcoin for employees, and providing perks to Tesla owners. Moreover, the chain pledged to contribute to political accounts supporting Trump for its workers. These moves have garnered attention and positioned the brand distinctly in the politically charged marketplace.
Steak ‘n Shake’s recent history traces back to its acquisition in 2008 by Iranian-American entrepreneur and activist investor Sardar Biglari, who assumed control after a proxy fight. At that time, the chain was reportedly losing $100,000 daily. Biglari introduced an aggressive discounting strategy, notably a “4 under $4” meal deal, which initially reversed losses.
However, sales declined beginning in 2016, leading to store closures from a peak of over 600 locations in 2018 to about 400 presently. The company narrowly avoided bankruptcy in 2021, facing both pandemic-related challenges and the consequences of a heavy discount focus that strained profitability.
In response, Steak ‘n Shake revamped its operational model by shifting away from traditional table service toward self-order kiosks and drive-thru options, cutting operating hours and menu items, and adopting a more selective franchise approach inspired by competitors like Chick-fil-A.
This repositioning, combined with its cultural alignment to specific political demographics, appears to be driving recent improvements. The brand reported a 10.2% increase in same-store sales in 2025, with an additional 15% rise year-to-date in 2026. Location data suggests visits increased by 3.6% in 2025 compared to the previous year, though foot traffic remains significantly below pre-2019 levels.
Industry analysts note that Steak ‘n Shake’s concentrated regional presence in the Midwest and South may facilitate its strategy, targeting a customer base more receptive to its political messaging. The company’s ownership structure allows for decisive leadership without shareholder pressures that might discourage such a distinct positioning.
However, some challenges persist. Increasing focus on higher-quality ingredients like grass-fed beef coincides with historically high beef prices, potentially affecting margins. The use of bitcoin and Tesla-centric promotions, while attracting niche audiences, may alienate broader customer segments.
Overall, Steak ‘n Shake is deliberately adopting a politically charged brand identity as part of its turnaround efforts, differentiating itself through marketing and operational changes aiming to appeal to a specific demographic segment. Whether this approach will sustain long-term growth or expand beyond its niche remains uncertain.
