The document summarizes the current situation and strategy for Steak 'n Shake. It notes the chain's focus on quality food but long drive-thru wait times and poor reviews. The new strategy is to slow down operations and encourage more time spent in the diner to strengthen the brand. A SWOT analysis identifies opportunities around a burger boutique concept and threats from increased waits and healthier options from competitors. The manifesto calls for bringing back enjoyment, service and a true dinner experience to meals. Creative concepts and campaigns are outlined to promote the new direction.