Shake Shack (SHAK) hopes to bring the heat with a new collaboration.
The burger chain is teaming up with the YouTube series "Hot Ones" to unveil a spicy "ShackSauce" for its fall menu. The series, which runs on the YouTube channel First We Feast and has 11.6 million subscribers, is known for interviewing celebrities like Khloe Kardashian, Lizzo, Jennifer Garner, and others while eating extremely spicy wings.
Beginning Friday, September 16th, fans can purchase the new offerings with four different options for a limited time: Hot Ones Burger ($8.29), Hot Ones Chicken ($8.59), Hot Ones Cheese Fries ($5.09), and Hot Ones Bacon Cheese Fries ($6.29).
Customers can try the options even sooner — on Tuesday, September 13 — if they order through the app.
Both the burger and chicken options are topped the Hot Ones Spicy ShackSauce, applewood smoked bacon and Monterey Jack cheese on a toasted potato bun. The cheese fries are topped with a cheese sauce, dusted with Aleppo Pepper and served with a side of the hot sauce.
This marks the first time Shake Shack will enter Scoville territory ,with the release of the Last Dab: Apollo packet, made with a new pepper from Smokin’ Ed Currie. The Scoville scale rates chili pepper varieties by their pungency and their capsaicin content. Fans can ask for the packet if they're looking to "rev up the spice level" on these new offerings.
This comes as the company, which originated as a hot dog stand in Madison Square Park, New York City, is expanding cross-country while looking to remain a premium brand on the higher-end of pricing.
At the 29th annual Global Retail Conference, Shake Shack CEO Randy Garutti weighed in to Yahoo Finance's Brian Sozzi on why it plans to stay that way.
"We have premium ingredients in a premium environment ... what we've always said is, 'Look, you shouldn't eat a hamburger every single day. When you eat one ... it should be a really good one and you're probably going to choose Shake Shack' —and that's the premium positioning we're going to continue to be [doing] while finding new and exciting ways to get our guests to continue to come back more often."
Shares of Shake Shack are down nearly 39% compared to a year ago.
Brooke DiPalma is a reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email her at firstname.lastname@example.org.