Overview of The MAHA Shake-Up at Steak ‘n Shake
This episode of The Journal explores how Steak ’n Shake, a long-running burger chain, has reinvented itself around the “MAHA” (“Make America Healthy Again”) movement and broader MAGA-adjacent branding. Under owner Sardar Biglari, the company has shifted toward ingredients and marketing that appeal to politically conservative, health-conscious consumers — including beef tallow fries, grass-fed beef, cane sugar Coca-Cola, American-flag imagery, and even Bitcoin acceptance — while betting that ideology can become a profitable customer acquisition strategy.
What’s Changing at Steak ’n Shake
The MAHA branding overhaul
Steak ’n Shake is leaning hard into a “back to basics” food narrative:
- Fries cooked in beef tallow
- Grass-fed beef across restaurants
- Cane sugar Coca-Cola bottles instead of high-fructose corn syrup
- Patriotic visuals like giant American flags
- Menu items and promotions like “Patriot shakes”
- Political merchandise, including MAGA-style hats
The company’s message is that it serves “real ingredients” and “real food” that consumers can trust and pronounce.
A politically coded target audience
The chain is explicitly courting consumers aligned with the MAHA movement, which overlaps with RFK Jr.-style anti-processed-food politics and broader conservative cultural signaling. The transcript suggests that the brand is intentionally coded to appeal to customers who see food choices as part of a political identity.
The People Driving the Strategy
Sardar Biglari
Biglari, Steak ’n Shake’s owner since 2007, is portrayed as a highly political and unconventional investor who is betting big on this new direction. He has:
- Pushed the chain toward MAHA-themed products and messaging
- Used the brand to criticize competitors and other brands on social media
- Endorsed or supported conservative causes
- Hired a former Trump administration official to lead the overhaul
He is also taking a significant personal financial risk, since Steak ’n Shake performance is tied to borrowing and to his broader holdings.
Michael Bose, the “Chief MAHA Officer”
Bose previously worked at the Department of Health and Human Services under Robert F. Kennedy Jr. and helped revise food policy ideas tied to MAHA. At Steak ’n Shake, he serves as the company’s Chief MAHA Officer, a title the episode highlights as both unusual and brilliant branding.
He argues the goal is to restore fast food to the kind of food older generations ate: simpler ingredients, fewer additives, and more transparency.
The Business Logic Behind the Move
Why the company is doing this
The strategy is based on the idea that there is real demand for healthier-sounding, politically resonant fast food. The company believes:
- Consumers will pay attention to ingredient quality
- MAHA-friendly branding can create loyal customers
- A politically distinctive identity can differentiate the chain in a crowded market
But it’s expensive
The episode emphasizes that the overhaul is not easy or cheap:
- Beef tallow and cane sugar supply chains are less established
- Ingredient changes require new sourcing and logistics
- Some products, like seed-oil-free buns, take months to develop
- Better ingredients often mean higher costs, especially for franchisees
Is It Working?
Mixed financial results
Steak ’n Shake has improved from its earlier slump:
- Between 2018 and 2024, it closed about 200 restaurants
- Sales had fallen by about one-third
- The new strategy appears to be helping sales somewhat
But the episode stops short of calling it a runaway success:
- Profitability is better, but not spectacular
- The company is not transforming the whole fast-food industry
- Costs are rising at the same time as the brand adds more expensive ingredients
Franchisee reaction
At least some franchise owners appear supportive because sales are improving. But franchisees who dislike the politics may have limited options, since the product changes are part of the franchise agreement.
Main Tensions and Criticisms
Health claims vs. nutritional reality
Dietitians in the episode push back on the idea that switching from vegetable oil to beef tallow automatically makes fast food healthy. Their point:
- Beef tallow and cane sugar may be less processed
- But fast food is still fast food
- The healthier move would be eating more whole foods and less fried food overall
Political branding risk
The chain’s strategy depends on whether consumers keep caring about politically coded food choices. The episode suggests the biggest risk is that the brand becomes too niche or too expensive to sustain.
Key Takeaways
- Steak ’n Shake is turning itself into a MAHA-themed fast food brand.
- The overhaul blends food reform, political identity, and marketing.
- Biglari and Bose are betting that conservative health messaging can drive sales.
- The approach has created buzz, but it also raises concerns about costs, supply chains, and long-term profitability.
- The company’s future depends on whether this movement is a durable market segment or just a political moment.
Bottom Line
Steak ’n Shake is using the MAHA movement as a full-scale brand repositioning strategy: part health message, part cultural signal, part political bet. It may be increasing interest and sales, but it also comes with real operational costs and financial risk. The episode frames the company as a test case for whether ideology can be turned into a sustainable fast-food business model.