Shake Shack Shifting Away from Beef Hamburgers

Case Study: Shake Shack
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Q1
Businesses adopt sustainable practices because it enables the earning of more profits and improves their image. Therefore, from the presented case study, Shake Shack is an environment-friendly company. The firm strives to reduce its reliance on natural resources, whose depletion could lead to degradation. For instance, Shake Shack aims to lower global emissions by employing wind energy to power its machines. The entity also uses eco-friendly solar energy, as evidenced by installing solar panels that supply 10% of the power used in its Pennsylvanian branch. The company also promotes recycling waste materials, leading to reduced environmental pollution. For example, besides efficiently managing its waste, it eliminates pollutants from the surroundings.
Shake Shack eliminated 84,190kgs of waste and recycled 1,050,800 Kilograms of oil waste by 2021. The company is eco-friendly because it has engaged in fair trade and contributes to charity organizations. Regarding the former, the firm has partnered with stakeholders that promote sustainable practices and even purchases meat from farmers that ensure their livestock undergo quality care in an environment-friendly manner. The firm further advocates for charities by supporting needy employees and donating its income to sustainable activities.
Q2
Falcão et al. (2020) contend that increased environmental problems have forced organizations to initiate commercialization and development of green products. Vollero et al. (2016) also state that firms operating in the energy sector face increasing pressure from different groups to produce clean energy and sustainable items. Consequently, some entities misinform their stakeholders through greenwashing. Misinforming the public involves reduced environmental performance and good communication concerning actions taken to conserve the surrounding (Delmas and Burbano, 2011). Therefore, based on the performance of Shake Shack, the entity cannot be accused of greenwashing. The reason is that it openly discloses its energy use and emission data, including its efforts to reduce environmental impact.
For instance, the firm's initiative to support livestock farmers, incorporating sustainable practices in their production activities, shows a high level of reduced emission commitment. In addition, the company does not make misleading claims concerning environmental practices. For example, apart from paying its employees well and providing them health benefits for motivation, it encourages them to join charitable organizations and even participate in waste elimination activities.
The company also distances itself from the claim of greenwashing. It intends to benefit people and the environment, as evidenced by its support of communities and advancing sustainable practices like using clean energy. Scanlan (2017) suggests that putting an organization's interest first and neglecting society and the environment are the greatest forms of greenwashing.
Q3
Shake Shack should shift from primarily making beef to other emerging technologies, such as plant-based meat. The change in its production method is costly and requires much sacrifice because the ...