Photo via Fast Company
Steak 'n Shake, the fast-casual burger chain with 391 locations nationwide, has announced the hiring of Michael Boes as its inaugural Chief MAHA Officer. Boes, a former senior adviser at the Department of Health and Human Services, previously helped develop the Trump administration's redesigned food pyramid. The appointment represents an unusual strategic decision by the chain to directly align itself with a particular political health agenda, a move that contrasts with many competitors' efforts to maintain political neutrality.
The Chief MAHA Officer role—MAHA stands for "Make America Healthy Again"—positions Boes to lead the company's messaging around nutritional integrity and ingredient transparency. According to Fast Company, CEO Sardar Biglari of parent company Biglari Holdings framed the hire as central to differentiating Steak 'n Shake in a crowded fast-food market. The company has already featured RFK Jr. praising its beef tallow fries on its homepage and emphasized Bitcoin payment options alongside its food offerings, suggesting a broader brand repositioning toward a specific ideological consumer base.
The MAHA movement, rooted in the dietary philosophy of Robert F. Kennedy Jr., emphasizes animal products and rendered fats while departing from conventional nutritional science. The Trump administration's inverted food pyramid, unveiled in January, placed animal products at the top alongside fruits and vegetables while relegating whole grains to the bottom. However, nutrition experts note that the American Heart Association continues to identify saturated fat consumption as a cardiovascular risk factor, creating potential tension between Steak 'n Shake's marketing claims and established health science.
For Atlanta-area restaurant operators and franchise investors, Steak 'n Shake's gamble underscores how some national chains are betting on niche consumer movements to drive differentiation. The strategy carries both opportunity and risk: while it may attract customers aligned with MAHA philosophy, it could alienate others and expose the company to criticism from health organizations. As regional QSR competitors monitor this approach, the hiring decision offers a case study in how fast-food brands are attempting to capitalize on shifting consumer narratives around health and ingredient sourcing.
