Steak 'n Shake, a long-standing American burger chain founded on Route 66 in 1934, has reported a significant surge in sales and customer traffic following a strategic rebrand aligning with patriotic themes and the "Make America Healthy Again" (MAHA) movement, alongside a comprehensive menu overhaul. The company's financial performance, detailed in recent shareholder reports, indicates a notable reversal of fortunes within the competitive fast-food sector.
"Customers should never have to choose between taste and health." Michael Boes, Chief MAHA Officer, Steak 'n Shake
The restaurant chain has increasingly integrated its public image with President Donald Trump’s Make America Great Again (MAGA) movement and Health Secretary Robert F. Kennedy Jr.’s MAHA agenda. This alignment has manifested through the incorporation of American flags, distinctive gold packaging, and food changes centered on ingredients promoted as more traditional. These efforts coincide with a period of strong financial growth for the company, which has struggled in previous years.
Owner Sardar Biglari communicated to shareholders that Steak 'n Shake's financial performance in 2025 was "the biggest story of the year." Same-store sales for that year climbed by 13%, building on a 10.7% increase recorded the year prior. This momentum has continued into the current year, with The Wall Street Journal reporting an approximate 14% increase in same-store sales during the first half of 2026. Customer traffic also rose by 5.8% during the same period. These results stand out in the fast-food industry, where many restaurants are competing aggressively for customers amidst higher food costs and consumer price sensitivity.
A central component of Steak 'n Shake's transformation is its revamped menu. The chain has introduced french fries cooked in 100% beef tallow, moving away from vegetable oils. Other ingredient changes include Coca-Cola made with cane sugar, Grade A Wisconsin butter, and A2 whole milk. In June, the company also rolled out 100% grass-fed, grass-finished beef burgers nationwide as part of its broader commitment to what it describes as traditional ingredients and cooking methods. Furthermore, the company has eliminated microwaves from its restaurants, stating on social media, "Quality restaurants don’t need microwaves. It is part of our journey to improve food quality and use traditional methods of cooking only." Steak 'n Shake also directly sells jars of grass-fed beef tallow to consumers.
To spearhead these initiatives, Biglari created the position of "Chief MAHA Officer" and appointed Michael Boes, who previously served at the Department of Health and Human Services during the Trump administration. Boes has articulated his objective as restoring what the company refers to as "the original spirit of American fast food." He emphasized, "Customers should never have to choose between taste and health," when announcing the new menu strategy, advocating for building consumer trust through ingredient transparency.
The chain's distinct political and cultural positioning has garnered attention from several public figures. Former Rep. Marjorie Taylor Greene publicly endorsed a Steak 'n Shake meal, while Lara Trump made an appearance at a location during an interview segment with Michael Boes. Entrepreneur Elon Musk has also engaged with the company online, an interaction that reportedly led to a partnership with Tesla to install Supercharger stations at more than 100 Steak 'n Shake restaurant locations.
Beyond its health-focused messaging, Steak 'n Shake has utilized overtly patriotic promotions. For America’s 250th anniversary in January, the company offered $2.50 milkshakes. Another promotion provided some Tesla customers with jars of beef tallow and red hats emblazoned with the slogan "make frying oil tallow again." The company now describes itself as a "classic American brand" that emphasizes its burgers, homemade milkshakes, beef-tallow fries, and its identity as an American company.
While the improved sales figures have coincided with the branding and menu changes, the company’s success cannot be solely attributed to these factors. Other operational strategies, pricing adjustments, and broader consumer trends can also influence restaurant performance. The Wall Street Journal, however, noted that the chain’s revamped image and ingredient strategy have been accompanied by increased customer traffic, and franchisees have reported positive consumer responses. Health experts like Alison Steiber, chief impact officer for the Academy of Nutrition and Dietetics, have cautioned that individual ingredient swaps, such as changing frying fat, do not fundamentally alter the fact that french fries remain a fried food. Nevertheless, for Steak 'n Shake, this comprehensive transformation has become integral to both its menu and its corporate identity, with the company entering the second half of 2026 with significantly higher sales and customer traffic.
