Shake Shack collaborated with First We Feast's hit YouTube series "Hot Ones" to try influencer marketing.
Christopher Schonberger and Sean Evans' YouTube programme had a famous guest consume 10 chicken wings with progressively spicier sauces.
Due to Kevin Hart, Padma Lakshmi, and Neil deGrasse Tyson, the show has 18 seasons and millions of viewers.
The series' most popular episode features foul-mouthed celebrity chef Gordon Ramsay.
Shake Shack's "Hot Ones" menu is a collaboration with the show's creators.
Hot Ones Spicy ShackSauce will be offered on the chain's beef burger, chicken sandwich, cheese fries, and bacon cheese fries.
The Aleppo-dusted fries will cost $5.09 sans bacon. Burgers cost $8.29 and chicken sandwiches $8.59.
On Sept. 16, some Shake Shack stores will offer this limited-time special. Shake Shack is providing app users who buy one of four products early access on September 13.
This is Shake Shack's first sauce, although the restaurant often provides limited-time promos tied to current trends.
Pumpkin Patch Shake was offered this month for pumpkin spice frenzy. Shake Shack's seasonal "Wake And Shake" is a homage to the stoner slang "Bake and Shake."