LONDON, Nov 21 — A gourmet burger brand that boasts a cult-like following and mile-long queues in New York’s Madison Square Park will be coming to London next year.
One of the most influential restaurateurs in the US, Danny Meyer’s Union Square Hospitality Group has announced plans to open a Shake Shack in London’s historic Covent Garden by mid-2013.
As pointed out by restaurant trade site BigHospitality, the gourmet burger eatery will open near Jamie Oliver’s Union Jack’s restaurant in the Market Building near the Royal Opera House.
Shake Shack London will be built using recycled and sustainable materials and outdoor seating extended into the glass atrium on the Piazza.
Described as a ‘road-side’ burger stand, the London outpost will be Meyer’s first in Europe. Shake Shack is also in Dubai and Kuwait City.
Meyer, a self-confessed Francophile who cut his teeth as a chef working in Bordeaux, has also hinted at bringing the brand to France where the appetite for Americana burgers shows no sign of diminishing.
Back in New York, such is the wild popularity of the brand that a ‘Shack Cam’ is mounted atop the eatery so people can check out the length of the lines.
Burgers are made with Angus beef and come topped with lettuce, tomato, pickle or onions, and American cheese. The menu also has a selection of hot dogs, frozen custard milk shakes, beer and wine.
Meyer’s USHG also operates some of New York’s most popular dining destinations such as Union Square Café and Gramercy Tavern.
Meanwhile, Shake Shack’s expansion into Europe is the latest mid-sized burger chain to set their sights abroad.
California-based franchise Fatburger also signed a deal recently to open locations in China, Hong Kong, Taiwan and Singapore, while Denver-based Smashburger will be opening outposts in the Middle East, Canada and Latin America. — AFP-Relaxnews