A Midwestern American burger chain has undertaken a significant rebranding effort that aligns its business with a conservative, patriotic movement known as Make America Healthy Again (MAHA). Since 2025, Steak ’n Shake, headquartered in Indianapolis and operating approximately 400 locations, has adopted a strategy emphasizing traditional American values and changes to its food preparation and sourcing.
Under the leadership of Sardar Biglari, an activist investor with ties to conservative media and other industries, the chain has embraced MAHA principles. Biglari hired Michael Boes, a former Trump administration Health and Human Services official, as the company’s chief MAHA officer to lead this direction.
Steak ’n Shake’s transformation includes several notable changes. The company now cooks its french fries in beef tallow rather than vegetable oil, uses bottled Coca-Cola sweetened with cane sugar instead of high-fructose corn syrup, and sources grass-fed beef for its burgers. Additionally, the chain accepts bitcoin payments, offers supersize fry upgrades for customers who arrive in Teslas—served in gold boxes—and prominently displays large American flags at its locations, subject to local zoning restrictions.
The company reports positive results from the strategy. For the quarter ending June 30, same-store sales rose 14 percent compared to the previous year, reversing a decline in 2024. Foot traffic analysis indicates a 5.8 percent increase in average visits per location in the first half of 2026. While profitability has improved since last year, it has not yet returned to 2023 levels. Some individual outlets have closed amid rising food costs tied to the use of premium ingredients and more frequent replacement of beef tallow in fryers, as noted by franchisee Keith Mitchell at the Schererville, Indiana location.
Steak ’n Shake’s executives maintain that these changes respond to consumer demand for fast food they can feel better about, though they acknowledge the company does not promote itself as a health-focused chain. Boes, who personally follows a diet largely composed of ground beef, emphasized that MAHA aligns with what he described as beneficial, "pure form" foods. He also noted ongoing communication with former Trump administration officials about the company’s initiatives and plans to introduce seed-oil free buns in the future.
However, some nutrition professionals express skepticism about MAHA’s health claims. Alison Steiber, chief impact officer for the Academy of Nutrition and Dietetics, pointed out that frying, regardless of the type of fat used, remains unhealthy. She highlighted that cooking french fries in beef tallow instead of soybean oil may offer limited nutritional benefit.
The chain’s approach has drawn public attention, including praise from Health Secretary Robert F. Kennedy Jr., a prominent advocate for the movement, and social media endorsements from entrepreneur Elon Musk. Despite higher operational costs, some franchisees report that customers have responded positively, with increased repeat visits following taste tests of tallow-cooked fries.
As Steak ’n Shake continues to expand its MAHA-themed offerings, company leadership credits a customer base they refer to as “MAHA mums” for driving sales growth and shows little indication of shifting away from this politically charged branding strategy.