US burger chain Shake Shack has made its Thai debut with the first store opened at CentralWorld under a partnership with Hong Kong-based licensee Maxim’s Caterers.
The store will be followed by 15 more across the country by 2032 as part of the brand’s strategy to further increase its influence across Southeast Asia.
Shake Shack CentralWorld’s design is inspired by the brand’s first location in New York City and Bangkok’s vibrant energy, featuring the textured pink and green plaster finishes that “provide a soft contrast to a striking pressed tin ceiling, slatted timber and linear pink tiles”.
Shake Shack also collaborated with local artist Navin Rawanchaikul to create a mural featuring Thailand’s signature characteristics. The store also houses a 36-seat outdoor patio overlooking CentralWorld’s main square.
The restaurant offers the chain’s signature items, including ShackBurger, Chicken Shack and Chicken Bites, together with Pandan Sticky Rice Shake.
Marking the launch, Shake Shack offered handcrafted woven bamboo Shake Shack fans and other merchandise for a limited number of customers.
Hong Kong-headquartered Maxim’s has 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.
