Why Shake Shack, Wingstop are leaning into fine-dining

This past Valentine’s Day there was a trend among limited-service restaurants. Several high-profile companies turned one or a few units into fine-dining experiences.

Shake Shack launched a pop-up at two Los Angeles restaurants to promote its new Korean-style menu on Valentine’s Day called the “Swicy Date Night Experience” — “swicy” being a combination of sweet and spicy, two common Korean flavors.

In New York City and Los Angeles, Panda Express unveiled its newest menu item, Firecracker Shrimp, via a five-course tasting menu at two select locations of the chain. The menu included an elevated take on Panda Express classics as well as other Chinese American dishes.

And Wingstop, in honor of being named one of the worst date spots, launched its own fine-dining Valentine’s Day experience that included a pairing menu with alcohol and the chain’s famous wings and chicken items.

What do all these activations mean?