US burger chain Shake Shack is ramping up its Southeast Asia expansion with its upcoming Thai debut in partnership with Hong Kong-based licensee, Maxim’s Caterers.
Thailand’s first Shake Shack location, which will also be a flagship store, is expected to open in Bangkok next year, followed by 15 more stores across the country by 2032. Maxim’s, also the licencing partner of Shake Shack in Greater China, currently operates 24 Shacks across the region.
“Shake Shack was born in New York, and Bangkok is another fantastic city with vibrant energy, friendly people and rich culinary traditions,” said Michael Kark, chief global licensing officer at Shake Shack.
The Shake Shack Thailand menu will feature the chain’s signature items, such as ShackBurger, Chicken Shack and Chicken Bites. The burger chain said it will also work alongside local producers, purveyors and artists to support the Thai community.
Meanwhile, Maxim’s will open its seventh Shake Shack outlet in Hong Kong on May 9, at the Citygate Outlets in Tung Chung.
Maxim’s operated F&B businesses for more than 60 years, including licences for brands including Starbucks, Genki Sushi and Ippudo Ramen, The Cheesecake Factory and Shake Shack. The company operates more than 1800 outlets in Hong Kong, Macau, Mainland China, Vietnam, Cambodia, Thailand, Singapore and Malaysia.
