Shake Shack Singapore is considering opening a new outlet in the territory following better-than-expected business at its Jewel Changi Airport location.
The brand’s culinary director Mark Rosati said in an interview with Channel News Asia that long queues to the existing location have persisted several months into trading, underscoring Shake Shack’s popularity with Singaporeans.
The brand has expanded from a roadside burger stand to operate in more than 12 countries, based on a consistent menu along with exclusive items designed for local tastes.
“We keep looking at each outlet as, ‘This is the only Shake Shack in the world’,” said Rosati. “So, when we opened Singapore, we weren’t thinking to ourselves that we needed to open the one that’s going to be the blueprint for opening a few more – in terms of look and taste – in this region.
“We knew we needed to go to Singapore, spend time on the street figuring out what the food was like, how it makes it super special and how we fit into that. We knew that we needed to do something that is definitely part of our New York heritage but also what we do that’s a little different for Singapore.”
The brand has yet to settle on a location for the second outlet.