American Pride: Steak ‘n Shake Joins the Patriotic Business Movement
Steak ‘n Shake has launched a bold patriotic initiative, announcing plans to install massive American flags at its restaurants nationwide. In a social media statement, the burger chain declared it would erect “the tallest and biggest American flag that local governments will allow” at each location, proudly proclaiming its support for “American values and traditions.” This move places Steak ‘n Shake among a growing number of businesses embracing grand patriotic displays as part of their brand identity. The initiative quickly went viral on social media, generating significant attention and revealing how companies are increasingly positioning themselves within America’s cultural landscape. Wayne Robinson, a Steak ‘n Shake franchisee in Rome, Georgia, noted he’s had a large American flag—measuring 12 by 25 feet on a 40-foot pole—at his restaurant since 2006, suggesting this appreciation for patriotic symbolism has long been part of the company’s DNA.
Steak ‘n Shake isn’t pioneering this trend but rather joining other businesses that have made similar patriotic statements. Camping World began installing enormous American flags at its locations in 2014 specifically to honor veterans, with CEO Marcus Lemonis explaining, “A large percentage of our employees and customers are veterans, and we want to honor them, their dedication to our country and to our local communities.” These flags are truly massive, measuring between 30-by-60 feet and 40-by-80 feet, mounted on 130-foot poles. Similarly, Doggett Ford in Beaumont, Texas proudly flies a large flag on a 130-foot pole installed in 2020, which can be seen from the nearby interstate. Perhaps most impressive is Acuity Insurance in Wisconsin, which boasts a 400-foot flagpole visible from Interstate 43 between Milwaukee and Green Bay. Their flag spans an incredible 9,800 square feet, weighs 250 pounds, and is described on their website as “the world’s tallest symbol of freedom.” The company takes its flag maintenance seriously, removing it at the first sign of wear and keeping an industrial-grade sewing machine on-site for repairs.
Marketing experts suggest these patriotic displays represent savvy brand positioning in today’s polarized marketplace. David Johnson, CEO of Strategic Vision PR Group, observed that Steak ‘n Shake’s initiative exemplifies how brands are reading the national mood, noting that displaying large American flags “reinforces their alignment with conservative values, strengthens emotional connection with its target audience and differentiates itself from competitors.” Johnson added that “this strategy not only underscores its commitment to patriotism but also clearly signals its intent to appeal to a defined segment of the marketplace.” Brand expert Crystal Gorges similarly pointed out that Steak ‘n Shake “has a long history as a classic American roadside brand” and that “flying big flags is a simple but powerful way to remind people of that heritage.” She characterized it as “a bold move to stand out at a time when many companies avoid clear cultural signals,” while cautioning that such visible statements must “feel genuine for customers to embrace it.”
The social media response to Steak ‘n Shake’s announcement revealed America’s political divisions, though positive reactions significantly outweighed negative ones. Some critics dismissed it as a “brilliant marketing ploy” aimed at attracting “MAGA idiot masses,” with several users expressing disappointment that the chain was allegedly going “full MAGA.” One person lamented, “Kinda sad to learn Steak ‘n Shake is Maga. Sigh. They had really good food.” However, these critical voices were vastly outnumbered by enthusiastic supporters, including high-profile figures. Tesla CEO Elon Musk declared, “I’m ordering from there tomorrow!” while actor James Woods praised the company for “setting an excellent example for all of us,” encouraging his followers to “patronize establishments that proudly declare their love of America.” This overwhelmingly positive reception suggests the chain’s patriotic positioning resonates strongly with its target customer base.
The flag initiative appears to be part of a broader strategic shift for Steak ‘n Shake as it increasingly embraces messaging that appeals to conservative consumers. Earlier this year, the company “RFK’ed” its french fries—a reference to Robert F. Kennedy Jr.’s advocacy for traditional food preparation methods—by switching to beef tallow for cooking. This change aligns with growing consumer interest in traditional food preparation methods and moves away from modern vegetable oils. By making these changes and prominently displaying the American flag, Steak ‘n Shake is distinguishing itself in the competitive fast-food marketplace through cultural positioning rather than just menu innovations or price promotions. This approach seems designed to build stronger emotional connections with customers who value traditional American symbols and practices.
For businesses like Steak ‘n Shake, embracing patriotic imagery represents more than just decorative choices—it’s a statement about brand values in a divided America. While some may view these grand flags as merely symbolic gestures or marketing tactics, they clearly resonate deeply with many Americans who appreciate businesses that openly celebrate national pride. As Gorges noted, Steak ‘n Shake has backed up its symbolic gestures with concrete actions, from preserving its classic diner style to embracing heritage menu items. In today’s marketplace, where consumers increasingly make purchasing decisions based on perceived value alignment, Steak ‘n Shake’s flag initiative demonstrates how traditional American symbols can serve both as genuine expressions of company values and effective brand differentiation strategies. Whether viewed as sincere patriotism or strategic marketing, these towering flags have succeeded in generating conversation, visibility, and customer engagement—the primary goals of any brand positioning effort in today’s competitive business landscape.
