Shake Shack Launches Nationwide Rollout Of Veggie Burgers And Shakes

“Partnering up with Shake Shack used to be a dream of mine and one of the most ambitious milestones for NotCo,” Matías Muchnick, CEO and cofounder of NotCo, said in a statement.

“Having a tailored NotCo product in Shake Shack stores nationwide is a clear statement of our ability to create elevated tailor-made delicious and profitable versions of products in record time that appeal to the mass market.”

NotMilk was at least partially developed by NotCo using artificial intelligence. Created by NotCo’s resident computer scientist and cofounder Karim Pichara, the A.I. hunts for patterns in the attributes of food otherwise hidden to the average food scientist with the ultimate goal of constantly learning. NotCo claims the A.I.’s inherent ability to improve should progressively help reduce a new product’s time to market.

May 3, 2023: Correction: A previous version of this story misstated that A.I. was used to create the new Shake Shack veggie burger.