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Exclusive Interview & Scoop on Shake Shack, Opening Jan 24th!

ShanghaiWOWeng 2019-04-05



Legendary New York burger brand Shake Shack is opening its first Shanghai outlet on January 24th! Located in Xintiandi, we dropped by to get you the latest scoop on what to expect.



With its signature green burgers, the brand started with just a pushcart in Madison Square Park, before becoming a legend in its own right; they have over 200 locations around the world! Today, we spoke with Global Marketing Director Jacqueline Gonzales to find out the secret of their success.




Discover the first Shake Shack Outlet in Shanghai

A super burger brand is in town




The new outlet is set to unveil its new place on January 24th at 11am - mark those calendars!



Located in the heart of Xintiandi, we're sure a lot of you who have passed by will have noticed that their awning has been up for a while and many have been excited to see this US burger joint finally open their doors.




With humble beginnings, the brand grew from a small pushcart selling hot dogs in Madison Square Park to the big and renowned burger brand it’s known as today!



The brand's founder, Danny Meyer, is a famous icon in New York’s food and dining scene and is the CEO of Union Square Hospitality Group, which develops and operates many fine-dining restaurants.




Creating a unique fine-casual concept for Shake Shack, the brand provides quality ingredients and food that aims to be of high standards while promising a casual and comfortable dining ambience.




The menu is relatively simple with burgers, hot dogs, fries, milkshake and ice cream. The burgers start from RMB 47 and there is a large variety of drinks to choose from. Not only that, this is one of the rare few burger places to provide red wine as part of their menu. 




The classic green burger logo against the Shikumen architecture provides an interesting contrast of East meets West, and the brand hopes to blend into local culture here.




For the first 200 customers on opening day, Shake Shack will provide a pair of ear muffs. Don't worry about queuing too long though, there will also be games to play, offering the chance to win prizes if you win!




Like many restaurants, service staff will hand out a buzzer after your order is placed.


A Legendary Burger Joint Comes to Life

How to order at Shake Shack



In 2017, the Shake Shack released a book detailing the different types of burgers and, apart from some of their secret recipes, provided insights on how different burgers can be made.



The signature ShackBurger is made from all-natural Australian Angus beef that's topped with cheese and organic vegetables. With a bit of cornflour and a spread of unsalted butter, this gives the bun that crisp texture and soft interior, making it a great base to absorb those juicy meaty flavors.

ShackBurger®


For those who are visiting Shake Shack for the first time, the ShackBurger® (RMB 47 for single, RMB 68 for double) is one to try and is often considered to be the favorite choice thanks to the Angus beef used.


Shack-cago Dog® (¥39)


15 years after its humble beginnings in Madison Square Park, the brand still sells its Flat-Top Dogs - it's become a classic on their menu.



There's something for everyone here, vegans can try out their Shroom Burger (RMB 63) made with Portobello mushroom, cheese, tomatoes and their secret ShackSauce.




Their crinkle cut fries are almost as thick as a finger, with grooves that make it even easier to scoop up decent amounts of sauce - of which there is ketchup, cheese and bacon chips. You can get these for RMB 25 or RMB 34 if you want to make them cheesy!



Another hit seller here is the milkshake, which is not too sweet and has a super smooth texture. For each city, Shake Shack releases a special milkshake and, in Shanghai, it is the Strawberry Yu(zu) Garden Shake. At RMB 45, it's a combination of vanilla and strawberry, the milkshake has matcha, cream and cheese, giving it a thick texture but fruity, sweet and sour flavor.




There are also three signature frozen custard flavors like the signature Shack Attack, made from chocolate custard, brownie pieces, fudge sauce, chocolate chunks and sprinkling of cocoa powder to finish; Straw-Bei Li Cheesecake, made from vanilla custard, cheesecake pieces, strawberry puree and strawberries, and On the Bund with vanilla custard, caramel, an intriguing miso caramel sauce and pieces of banana, shortbread and crushed peanuts. You can get these at RMB 38 for single or RMB 58 for double.



The store will also retail an exclusive ShackMeister® Ale from Brooklyn Brewery for customers to enjoy the authentic American Shake Shack experience.



They also offer wine here as well.

From Pushcart to International Fame

Over 200 branches worldwide




In the summer of 2001, Shake Shack opened thanks to an “I Taxi” art installation in Madison Square Park. With unexpected positive public reception, the pushcart remained open for three consecutive years, with constant donations made to the park.



In 2004, to deepen its partnership with the park, Shake Shack opened its first shop in Madison Square Park.



Similar to Shanghai, New Yorkers often have to queue for food. During an interview with a fan of Shake Shack, they pointed out that comparing Shake Shack to a regular burger joint was like comparing a Hilton hotel with a Motel.



Today, Shake Shack has over 200 branches worldwide with 70 overseas branches in London, Tokyo, Dubai, Seoul, Istanbul, Moscow, Hong Kong and more.



Right before its opening, we sat down with Jacqueline Gonzales, Global Marketing Director of Shake Shack, to ask her thoughts about the brand.



Q & A


Q: What do you think is the biggest selling point of Shake Shack?

A: First, the ingredients. We use natural Angus beef, fresh vegetables and tomatoes. The sauce here is also made on a daily basis. Our restaurant’s ambience is also modern and incorporates local Shanghainese culture and, to top it all off, our affordable price tag is one of the best parts about our product.


Q: When people think of burgers, they probably think of high calories and junk food. How does Shake Shack attempt to break the stereotype to emphasize a green, healthy, fine casual dining concept?

A: While we started out as a hot dog stand, we were backed by a luxury dining group and approached it with fine-dining standards. Our motto, stand for something good, is what we aim to do daily as we aim to provide quality ingredients and a luxury dining standard - in terms of food and service delivery - for our customers.



Q: As the first step into your expansion into China, how do you think Shanghai differs from New York?

A: I think Shanghai and New York have many similarities, which was why we chose Shanghai as the first stop. Like New Yorkers, Shanghainese pride delicious food and high-end brands, which was why we are really excited to bring Shake Shack into Shanghai and show some of the fun stuff we have in New York here. Not only that, we hope to be a melting pot for both cultures as well. 


Q: Will the Shanghai store differ greatly from the American one?

A: When we decided to expand into Shanghai, our head chef went on a food journey and did research. In five days, we tried out 12 Shanghai dishes daily in the hopes of understanding the city’s dining habits and culture. This helped us to develop our menu and tailor it to bring out the best of this city, as well as Shanghai-only flavors like the milkshake and three ice-cream flavors.




Q: Many often compare Shake Shack to In-N-Out, how do you think both brands differ and are similar to each other?

A: We personally like In-N-Out as a brand, and the greatest difference lies in that Shake Shack stems from a luxury dining brand. We provide quality ingredients and beautiful design at an affordable price. Also, we organize various charity events throughout the year as well.

Q: Do you think Shake Shack is able to represent New York’s culture? Why?

A: New York is a melting pot of different races, nationalities and culture, and Shake Shack places great focus on that. With New York being similar to Shanghai, we hope to bring a message of peace in society through our brand and food.


Q: What is your favorite food in Shanghai?

A: I love the soup dumplings, especially those from stores without any branding as they provide the most authentic flavors. Of course, I definitely need a roadmap to conquer all the soup dumplings in the city.


Shake Shack Xintiandi

Address: Room 02 and 03, Building 11 - 13, 181 Taicang Lu

When:

Monday to Thursday, 11am-11pm

Friday to Saturday, 11am-12am





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