After Shackleford won the May 21 Preakness Stakes (gr. I), the popular Shake Shack chain gave away about 750 single cups of custard as part of a promotion conceived by company founder and New York restaurateur Danny Meyer.
Theresa Mullen, marketing and communications director for the chain that has locations in New York City, Miami Beach, and the District of Columbia, said Meyer came up with the idea of a free custard tie-in with Shackleford before the Kentucky Derby Presented by Yum! Brands (gr. I). Meyer did not have to deliver on the promotion because Shackleford finished fourth in the Derby, so he repeated the offer in the Preakness.
“Danny is a horse-racing enthusiast and the idea popped up just before the Kentucky Derby,” Mullen said in an email. “We felt Shackleford, at least in name, was a horse after our own hearts.”
Mullen said free custard would again be on the menu at Shake Shack locations (except Citi Field) should Shackleford win the June 11 Belmont Stakes (gr. I).
Shackleford
Order This Photo
Order This Photo
