New York burger chain Shake Shack has “big plans for Asia,” its CEO said, as the company embarks on a regional expansion.
South China and Macau will be the first in a row of new outlets, with locations in Shenzhen, Guangzhou and Macau casino resort The Londoner which will open in the coming months, Randy Garutti told CNBC on Thursday.
Singapore and Beijing are also gearing up for new openings, according to the company’s website.
Our business has been incredibly resilient in Asia.
Randy Garutti
CEO, Shake Shack
The CEO said the launch responds to last year’s strong demand and will consolidate Asia as “one of the company’s most important positions”.
“Our business has been incredibly resilient in Asia,” Garutti told Street Signs.
“We opened in Shanghai. Even last year, through the pandemic, in August we opened in Beijing. We now have our eyes on Macau and the south, starting in Shenzhen.”
Overall, the business plans to open 35 to 40 new locations worldwide during fiscal 2021. In 2022, it will add another 45 to 50 openings. Garutti did not say how many of these would be in Asia.
An order for fast food (burger, fries and soda) at a Shake Shack restaurant in Sanitun on August 13, 2020 in Beijing, China.
VCG | Visual China Group | Getty Images
Shake Shack already has at least 48 locations in Asia, including Japan, South Korea and the Philippines.
Garutti said the brand will continue to work with Maxim’s Caterers in Hong Kong to facilitate its deployment in Greater China.
He insisted that customers would still enjoy the classic taste of Shake Shack, although he added that some new locations would also feature special smoothies, for example in Shenzhen and Macau, as well as localized artwork.
“People want us to be New York’s Shake Shack,” Garutti said. “They don’t want us to change the menu. But what we find is making these little cameos.”