There are already
Super long lines
All around the block
Just to get in- it's only been open a week!
Shake Shack, which has great burgers
They got a Shake Shack out there
They don't care about the game!
They're there for the burger
at every Shack
when people line up
to come get a Shackburger, it blows us away
Shake Shack is an experience
that's all part of the community gathering
that Shake Shack brings together
"It's for the burger, but its not just for the burger- its for you guys."
When I first got into the restaurant business in 1985,
it was really to satisfy an entrepreneurial itch
After 10 years of operating just Union Square Cafe
my career would be one restaurant after the next
that was one of a kind- and then accidentally, Shake Shack happened.
Shake Shack was born as a hot dog cart
with the sole purpose of supporting an art project
in Madison Square Park in 2001.
This little hot dog cart would attract a line of 60 or 70 people
and in 2004, we finally said, let's turn this into a full kiosk
and let's add burgers and shakes
lo and behold, a hundred people would wait in line.
When we opened the second Shack, we realized this was something special.
I'm so excited about this!
Their own Shake Shack! Bam!
Okay, now you're talking.
It's pretty unusual for an international chain of restaurants
to have been born in New York City.
What's even more exceptional,
is for that chain to have been born from a fine dining restaurant company.
The core menu of Shake Shack is very simple
It's burgers, dogs, shakes, and fries
We were gonna be the community gathering place of your neighborhood
and bring back that old road-side burger stand feel.
The Shackburger, is our version of the classic cheeseburger.
The most classic, iconic hamburger dating back to the 1950s.
Because we really harness everything that's great about comfort food
and amplify it.
Ground fresh every night, and made with only the best beef
What's happened is that the world has said, "This is great!"
Fine and casual together is a pretty delicious mash-up.
And then I thought the really fun thing is how civilized it feels
to actually sit down with a beer, or a glass of wine, along with your cheeseburger.
Look at what happens at the pick-up line, where people are excitedly waiting for their buzzer to go off
for their food to be delivered to them.
People taking pictures of this stuff
and sending it to their friends
You have a cult-like following here at Shake Shack.
Shake Shack is a beloved brand
We've been amazed every single day
how many people are proud to hold that Shack bag
Our fans tell the story through social media
Their tweets, their instagram posts
Everything that they do leads to this incredibly loyal fan base
around the world.
We can't go on holiday to New York and not go to Shake Shack!
Every time I'm back in New York, this is the spot to be at.
And I really like Shake Shack here.
She's got great taste!
Often, what we get is, "I love that picture, when are you bringing a Shake Shack to my hometown?"
Please bring Shake Shack to Tokyo!!
Our guests come to Shake Shack because they've heard the food is awesome
and then, they get this added bonus of the way that we make them feel.
One of the best flavors in this entire restaurant
is the warmth and hospitality that comes from our people.
The team just exudes passion, and they're excited, and they're having fun!
Our culture and hospitality is the single most important part of our success.
It's not called the food service industry, it's called the hospitality industry.
And it's about people
And you look around at this line and you see that reflected
in this brand.
It means taking care of each other first
And when we do that, our team will take care of our guests
our community, our suppliers, and that virtuous cycle will take care of our shareholders.
For a lot of years, we actually denied to ourselves that Shake Shack was a chain
and then we finally said,
"Wait a minute, whoever wrote the rule, that in a chain
each link has to be identical to the others."
Every Shack is unique, and its designed specifically for its location.
They're all of their place, not something that happened to their place.
Even at a young age, Shake Shack has gone global
We're open in London,
in the Middle East,
and we see that our product, and the experience of Shake Shack,
is resonating with people around the world.
What's amazing when we open around the world
is how people already know about it
Somehow, this legend of Shake Shack, has traveled already.
And when people get it, they inherit it as their Shack
We can never forget what got us here
We need to make sure that every single Shake Shack that opens comes even closer
to the kernel of what the very first Shake Shack was about
If you begin with something as populist as burgers and fries and shakes
and just add that extra special seasoning called hospitality and love
some pretty special things happen.