Doing Burgers Better: Shake Shack Gets It Right

Shake Shack, the New York City-based hot dog stand cum burger meister, debuts its 55th unit today in the Buckhead Atlanta project, a posh mixed-use development on Atlanta’s north side. Opening as the better-burger boom is peaking and entrepreneurial chefs are shifting their culinary attention to pizza and tacos, Shake Shack will nonetheless flourish. It enters the market with some distinct competitive advantages:

  • It enjoys a primo location fronting Peachtree Road, the city’s main thoroughfare, and its corner location gives it anchor status.
  • It has impeccable restaurant bona fides as part of Danny Meyer’s Union Square Hospitality Group, and its growth has been smartly managed.
  • It offers a good burger, along with hot dogs and frozen-custard dessert specialties—all of which hit the requisite menu-ingredients hot buttons. Burgers boast 100% all-natural Angus beef, hot dogs are Chicago’s venerable Vienna brand and frozen custard is made fresh daily in house. Plus, it has a menu of dog biscuits for diners who can’t leave home without their furry friends.

Its ultimate ace in the hole in a very crowded segment, however, is the service standard promised by its USHG pedigree. Shake Shack will successfully dish up burgers even as many competitors falter because the operation emphasizes service as the critical component of the dining experience. Going forward, winners in the foodservice game will be the restaurateurs who deliver on the hospitality that is part of Shake Shack’s DNA.

Photo of Shake Shack Shackburger by Evan Sung

American salt of the earth food turned on its head... Please let it stand true compared to down home appreciated community driven American eateries that built the concept this bs relies relies on. Love it America!

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Soraya Emon-Talibi

J’aide les entreprises à atteindre leurs objectifs et optimiser l’expérience-client

10 年

There's a Shake Shack in Dubai. Haven't tried the New York one yet!

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Dustin Dykstra

Multi-Unit Servant Leader, Spearheading Operations, People, and Facilities at honeygrow

10 年

Yeah! Marie Wilda Couple of my Managers went up there to open it!! Very Exciting....

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Marie Wilda

Founder/CEO @ Lenkai | Revenue Growth and Optimization | Champion for Independent Pharmacy

10 年

Dustin Dykstra Check it out.

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