American premium burger chain Shake Shack’s first store in Korea topped in sales among the restaurant’s worldwide outlets in just seven months after making its entry in the country.
Shake Shack Gangnam recreated the taste of New York branch, the home of Shake Shack, beyond expectation, said Danny Meyer, founder and chief executive officer of Union Square Hospitality Group (USHG) at a press conference during his visit to Seoul on Monday.
Based in New York City, U.S., Shake Shack started off from a hot dog cart in Madison Square Park in Manhattan to support the Madison Square Park Conservancy’s first art installation “I ♥ Taxi” in 2001. It was officially launched in 2004 after the cart became a success and has gained huge popularity since then. It operates approximately 120 Shake Shack restaurants in 14 countries across the world including the U.S., Korea, and Russia.
It made its debut in Korea after signing an exclusive operation contract with SPC Co., Korea’s leading food and bakery company, last year. The first Shake Shack restaurant in Korea opened in Gangnam, one of Seoul’s most bustling and crowded districts in July last year. Following the huge success of the first store in Seoul, the American burger joint opened the second store nearby Dosan Park in posh Cheongdam-dong neighborhood in southern Seoul in December last year and plans to open the third outlet in Dongdaemun in central Seoul.
For a month since its first opening on July 22 last year, Shake Shack’s Gangnam branch sold about 90,000 burgers and drew 3,000 visitors a day on average. The craze over the American burger has continued on to sell between 3,000 and 3,500 burgers on average every day until today and topped the sales record among its outlets located throughout the world. Shake Shack’s Cheongdam branch also made the global top three based on sales, said Meyer.
People often consider a hamburger as a very simple dish but the taste differs significantly based on a different selection of beef patty and hamburger buns, said Meyer as he picked SPC’s ability to produce high-quality buns as good as those used in the home outlet as the key success factor.
By Lee Hee-soo
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