It’s not every day that a fast-food chain boasts a clearer read of a political movement than the people who claim to lead it, but that’s exactly what Steak ’n Shake managed to do last week.
The company announced that it had hired a “Chief MAHA Officer,” bringing on Michael Boes to help align the brand with the Make America Healthy Again movement.
The brand didn’t just lean into MAHA with Boes. Days later, HHS Secretary Robert F. Kennedy Jr. visited one of its franchises, and Steak ’n Shake has been eager to show that this relationship didn’t begin overnight, pinning a post on X noting that Kennedy made a similar visit back in March of last year. Taken together, it looks less like a publicity stunt and more like a calculated bet on where consumer — and political — energy is headed.
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