Shake Shack Phenomenon Atlas

Shake Shack PheNOMeNON

by Yijia Chen

atlas Project STU 1404: Broadway Shuffle at Madison Square: The Surface is alive!

Instructor Gary Hilderbrand September 2016

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Shake shack 2

History Network Satellite model 3

Bamboo Cinema

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I (heart) Taxi

Tsutsumu N.Y.

Hot Dog Cart 2001

MADISON SQUARE PARK, NYC Shake Shack sprouted from a hot dog cart in Madison Square Park in Manhattan to support the Madison Square Park Conservancy’s first art installation. The cart was quite the success, with Shack fans lined up daily for three summers.

The 2001 art exhibition included three installations: Teresita FernĂĄndez, Bamboo Cinema; Navin Rawanchaikul, I (heart) Taxi (which included the hot dog cart); Tobias Rehberger, Tsutsumu N.Y.

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permanent kiosk 2004

MADISON SQUARE PARK, NYC The installations died out after the exhibition, but the hot dog cart was so popular that it stayed for another two summers afterwards. It became a permanent kiosk-style restaurant in 2004 and it was named Shake Shack. It serves burgers, hot dogs, frozen custard, shakes, beer, wine and more.

The first Shake Shack is the only one without indoor seating. However, it has enormous outdoor space as it takes the most advantage of Madison Square Park.

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First Branch 2008

UPPER WEST SIDE, NYC 'Our second baby opened in October 2008 across from the American Museum of Natural History – one block from Central Park. Settle into our enclosed sidewalk café, or join us downstairs in the “Rec Room” to catch some games on our big screen TV.' Shake shack set up the branches intending to reduce the waiting time for its fans. However, each time it opens a new restaurant, it actually lengthen its lines.

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First Oversea Branch 2011

DUBAI, UAE, MALL OF THE EMIRATES 'This marks the first-ever international Shake Shack location. This Shack is located in the heart of new Dubai at Mall of the Emirates on the first floor, next to the food Court. Shake Shack has joined forces with international partner M.H. Alshaya Co. to bring our muchcelebrated classics to the Middle East.'

Every Shake shack is unique, with its own menu, price and interior design.

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Decade of SHACK 2014

MADISON SQUARE PARK, NYC On June 12th, 2014, Shake Shack celebrated its 10th Birthday at the Madison Square Park.

To celebrate the week-long festival Decade of Shack, Shake Shack invited world-class chefs includes Daniel Boulud, David Chang, Andrew Zimmern, Daniel Humm, and April Bloomfield to prepare special burgers. This event led to the longest queue in Shake Shack's history, with 400 people lining up at one time.

Others celebration event included featuring live music, cakes from Dominique Ansel, etc.

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renovation 2014-2015

MADISON SQUARE PARK, NYC In 2014, after Shake Shack celebrated its 10th birthday, it went for a 7-month-renovation from October 2014 to May 2015.

The revamp involved a complete kitchen renovation plus a redo of the basement, to add more room for storage. The construction added about four feet of extra space for food prep, but from the outside the burger stand looked exactly the same as it was.

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$105,000,000 IPO 2015

On January 29, Shake Shack priced its IPO at $21 per share. On January 30, it rose to $47.

By raising $105 million, it went into the postIPO era with fast international expansion.

2015 May $94

After IPO $47

2015 Jan IPO $21

2016 Sep

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100th branch 2016

SEAPORT, BOSTON Shake Shack opened its 100th Shack at the Boston Seaport, located at 77 Seaport Boulevard, on Tuesday, August 16th, 2016.

To celebrate, the first 100 guests at Shacks worldwide received a free single ShackBurger.

Currently, Shake Shack has 100 branches in cities including Seoul, Tokyo, London, Cardiff, Istanbul, Moscow, Muscat, Beirut, Dubai, Abu Dhabi, Doha, Kuwait City, Riyadh, Manama and Jeddah.

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fine cuisine vs casual fast-food

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NetWORk Shake Shack & UNION SQUaRe hOSPItalItY gROUP Shake Shack labels itself as 'boutique fast-food'. This is not only because of its highquality of food materials like all-natural 100% angus beef, but also due to its parentship with Danny Meyer's Union Square Hospitality Group which owns and operates New York City's best restaurant. Shake Shack in Madison Square Park acts as an affordable yet tasty satellite of these famous yet expensive fine cuisine restaurants.

SHAKE SHACK

ELEVEN MADISON PARK

UNION SQUARE CAFE

Deeply connected with: eleven Madison Park Union Square Cafe

SHAKE SHACK UNION SQUARE HOSPITALITY GROUP 21

Shake shack & ELEVEN MADISON PARK

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d

Danny Meyer

Operation

Daniel Humm

Est. value

2001-2003

Food prepared in EMP Kitchen

2004

Born of Shake Shack

Summer Seller at cart

Winter Coat checker

EMP Kitchen

Daniel Humm

Continue its fine dinning

Eleven Madison Park

SHAKE SHACK

Separate operation Independent development

Hard time at Recession

2008’s Reccession

Eleven Madison Park

Shake Shack’s profit helped EMP survive

Danny Meyer 2011 Danny Meyer sold EMP to its chef Daniel Humm SHAKE SHACK

Daniel Humm

Daniel Humm 2014

Decade of Shack Reunion

$3,400,000,000 $10-20 per person

Chef

Decade of Shack EMP planned a fast-casual restaurant called Made Nice

$3,200,000 $300 per person Best restuarant in the world (ranking 3)

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event and network Decade of shack

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event and network Decade of shack

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Ilili Restuarant & ilili box

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SatellIte MODel IlIlI ReStaURaNt 2007 Mediterranean, Lebanese $30-60 per person Neighborhood favorite

IlIlI bOx 2013 Mediterranean takeout, Fast-casual expansion $10-20 Flatiron North Plaza Result of competition (BID & DOT) Proposal: kiosk would enhance the atmosphere of the Flatiron public plazas and contribute an amenity to the vibrant neighborhood

To City Kitchen (Times Square) Ilili Restaurant

Ilili Box

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Benvenuto CafĂŠ & Flatiron Green Cafe

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Satellite model Benvenuto Café Cafes, Delis, Juice Bars & Smoothies $10 per person Benvenuto Cafe is a labor of love since 1977 and now the third generation of the Mallas family is running the cafe.

Flatiron Green Cafe 2013 Juice Bars & Smoothies, Ice Cream & Frozen Yogurt $5-10 Flatiron South Plaza Result of competition (BID & DOT) The Mallas family has served scrumptious food and salads at the corner of 23rd and Broadway at Benvenuto Café for more than fifteen years.

Flatrion Green Cafe

Benvenuto Café

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Shake Shack FLaTIRON BID 32

Flatiron/23rd Street Partnership Madison Square Park Conservancy Collaboration and Dependence 33

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Business Improvement Districts Subway entrance

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Busiest pedestrian intersection; entertainment

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34th Street Partnership

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Flatiron/23rd Street Partnership

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'...word often used to describe flatiron— delicious...'

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Union Square Partnership

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Farmer's market Destination of dining

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FLaTIRON/23RD STReeT PaRTNeRSHIP Business Improvement District's growth

Support and revenues

$0.06 - 0.07 per ft2

$2,200,000

Assessment

Pay additional tax/levy Contributions $1,004,144 Some may pay $3,204,144

Total

(Fiscal year 2015)

Support the district

Expenses

(Fiscal year 2015)

$465,494 Marketing $334,859 Safety $885,824 Sanitation $80,030

Social services

$602,574 Public improvements

277

$324,384 Administration

255

Remain 192 153

21,000,000

104

Commercial square feet

200,000

Retail square feet

570

Ground floor businesses

40

45

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70

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103 block faces 240,000 population 645,600 daytime people Over 4,500 commercial tenants and overall vacancy around 7% *MH for Manhatten 36

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2011 2012 2013 2014 2015 MH* 2015

Commercial rent ($ PSF)

115

2011 2012 2013 2014 2015 MH* 2015

Retail rent ($ PSF)

are Tavern The NoMad Restaurant Ground Floor Business Composition ts Changing Best of New York 2013: We Eat Best Roast Chicken Retail 33% hattan New York Magazine t Street 1170 Broadway Food (Fine aretavern.com thenomadhotel.com dining) Martin Seck photo courtesy of 14% The Nomad Restaurant Food (Quick & Casual) 26% st Restaurants of 2013 Num Pang York Times The Greatest Sandwich on Earth 6th Street Edible Manhattan com numpangnyc.com Service 27% rtesy of Hanjan 1129 Broadway photo by Martin Seck ry Chicken Number of RestaurantsRaymi Thing I Ever Ate: cken Best of New York 2013: 250 work Best Pisco Bar 210 200 185 185 200 170 dway New York Magazine chicken.com 43 West 24th Street 150 Martin Seck rayminyc.com 100 photo courtesy of Raymi 50

City’s 12 Sandwiches 0

SD26 2013 Restaurant Award Winner 2011 2012 2013 2014 2015 Wine Spectator lic Plaza 19 East 26th Street t and Broadway sd26ny.com m photo by Luca Vignelli New restaurants opened 2015 rtesy of ilili Box 35 Shake Shack1 Dee Daa 2 Kat & in Theo ss Best Milkshakes NYC 3 Brooklyn Roasting Company est Juice Cleanses, Part II CBS New York 4 Oxido Madison Square Park 5 Eataly Nutella nd Street shakeshack.com 6 CHOP-SHOP II ration.com photo by Greg Waters 7 Capatosta Martin Seck 8 Luke’s Lobster Sweetgreen9 Inday ayser Manhattan’s10Best Quick-service La Pecora Bianca erts in New York City 2013, Salad Chain11 Caffe Bene 2014 Serious Eats12 Mexicue colates and More: 15 13 Black Barn oré pastry 1164 Broadway 1 The Juice Shop 14 John Doe New York sweetgreen.com 2 Kitchen & Juicery 15 EXKi Steakhouse way photo courtesy of Sweetgreen 3 KOA Restaurant 16 Rocco Steakhouse ayser-usa.com 4 J. Gumbo's 17 Duran Sandwiches 2012-2013 5 Indikitch Zero Otto Nove rtesy of Maison Kayser 18 Dig Inn 10 6 Cafe el Presidente The 12 Best 19 Pasta Dishes in NYC The Clocktower 1 Flatiron Hall 7 Caffe Bene Gothamist 20 Panera Bread 2 Grey Bar 8 Izakaya NoMad Dos Toros T ew York 2013: Best Grits 15 West 21st 21 Street 3 Hanjan 9 The NoMad Bar 22 Paris Baguette Magazine 4 The Flatiron Room 089nyc.roberto089.com 10 Belgian Beer Cafe 23 Just Salad 11 Obica Mozzarella 6th Street 5 Maysville photoBarby Martin Seck 24 Al Horno 12 Cosme yc.com 6 Num Pang 25 The Green Room 7 Sweetgreen 13 EXKi Martin Seck 8 The Smith

13 Chaamlex

26 ‘Essen

9 Vin Sur Vingt

14 Upland

27 by CHLOE

10 Belgian Beer Cafe

15 Park Avenue Autumn

...

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PaRk, Shake Shack aND bID Strong relationship between Flatiron BID, Madison Square Park Conservancy and Shake Shack (USHG)

Shake Shack or USHG on board

7%

$0.7

Assessment $0.07*10 ft2=$0.7

($1,727,552)

(2009 BID Expenses)

$15,000/h Catering private in the park 2009 Shake Shack Revenue $4,900,000 Go to city

$220,256 $348,389 7% revenue goes to park

Danny Meyer on board Catering private parties in the park for $15,000 an hour

Madison Square Park Conservancy

11% Decade of Shack

11% of burger sale goes to park during Decade of Shack

$8.5/Burger $1

Longest queue 400 people

Chef Restaurants

$348,389

For every burger Shake Shack sold, $1 out of the $8.5 goes to Madison Square Park Conservancy.

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,000

FLaTIRON/23RD STReeT PaRTNeRSHIP bOaRD MeMbeRS

class a: Property Owners Gregg Schenker, Chairman aBS Partners Real estate Farrell Virga, vice Chairman / Jason vacker Meringoff Properties James Buslik, treasurer adams & Company Real estate Nicholas Athanail The Stanford Condominium Laurie Burns Rudin Management/FortyOne Madison Michael Cohen / Andrew Roos Colliers International Thomas Cook aTCO Properties & Management, Inc. Jim Dill Housing & Services, Inc. Gail Duke New York Life Insurance Co. Grant Greenspan / Michael Kaufman Kaufman Organization Paul Januszewski Rockrose Development Corp.

Peter Weiss walter & Samuels, Inc.

class b: Commercial Tenants Frederick Locker, Secretary Locker Greenberg & Brainin, LLP Lois Eida Lois Lane Travel Bob Hayes The estee Lauder Companies Inc. John Petterson Tiffany & Co. Sarah Tilton General assembly Alexandra Valdes-Fauli Shake Shack Andrew Weber / Paul Sleven Macmillan Mark Maynard-Parisi Union Square class c: Hospitality Group Residential Tenants (On board from 2007 to 2015)

class D: Public Representatives

Leslie Spira Lopez Kew Management

class e: Community Boards and Non-Profit Organizations

Meredith Morgan the NoMad hotel

Community Board 4 Delores Rubin, Chair

Jane Gural Senders Newmark Grubb Knight Frank

Community Board 5 Vikki Barbero, Chair

Jed Walentas / Daniel Conlon Two Trees Management Company

Community Board 6 Richard Eggers, Chair

Simon Wasserberger / Kelly Zagrod L&L Holding Company

baruch college Katharine Cobb

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$34

MaDISON SQUaRe PaRK CONSeRvaNCY BOaRD OF TRUSTeeS

David Berliner, Chairman President, Brooklyn Museum

Gayle Rosenstein Klein Principal, McKool Smith

Scott Alper Principal, The witkoff Group

Rochelle Korman Of Counsel, Patterson Belknap webb & Tyler LLP

Dan Berger Director, Grant & eisenhofer

Robert T. Lapidus President and Chief Investment Officer, L&L Holding Company LLC

Aine Brazil Managing Principal, Thornton Tomasetti Group Laurie Burns Director, Forty One Madison & Senior vice President, Rudin Management William Castro, ex Officio Manhattan Borough Commissioner, New York City Parks & Recreation Sheila Kearney Davidson executive vice President, Chief Legal Officer, and General Counsel, New York Life Insurance Company Andrew Federbusch Managing Director, Credit Suisse Steven Fuld Senior vice President, Sony Corporation of america

$8.5/Burger Leslie Spira Lopez President & CeO, Kew Management Corp. $1

Bill Lukashok executive vice President of Restaurant Development & Finance, Hill Country Hospitality Neil Luthra Principal, Highgate Holdings Lee Heh Margolies Resident Danny Meyer CeO, Union Square Hospitality Group Ronald Pizzuti CeO & President, The Pizzuti Companies Joe Rose Partner, Georgetown Company

Marc Glosserman Founder & CeO, Hill Country Hospitality

Jan Rozenveld Managing Director, ace Hotel New York

Laurie Golub General Counsel & Chief Operating Officer, HFz Capital Group

Alex Sapir CeO & President, The Sapir Organization

John Grudzina executive vice President/Chief of Staff/General Counsel, Grey Group

Jamie Welch

Carol Hagen-Holt L i c e n s e d R e a l e s t a t e S a l e s p e r s o n , To w n Residential Flatiron Leigh Harlan Senior vice President, Secretary, and General Council, Tiffany & Co.

Strong relationship between Flatiron BID, Madison Square Park Conservancy and Shake Shack (USHG) 41

Ratings

4

3.5

3

Number of reviews

(Length)

Inside BID Featured (BID) Most reviewed (Yelp) Resturants and quick eats

Two most influential restaurant in the area 42

SHaKe SHaCK aND NeIGHBORHOOD'S ReSTaURaNTS $100

Shake Shack Ilili Box Flatiron Green Café

274

Schnipper's Quality Kitchen

411

Park Avenue

414

85 3849 175

Reviews and ratings

Burger & Lobster Gramercy Tavern

0

49

Birreria @ Eataly

ABC Kitchen

20

24

A Voce

The Hog Pit NYC

40

65

265

Dos Toros

60

5433

Hanjan

Paris Baguette

80

Price

2274 2596 2070

Penelope

1811

Hill Country Barbecue Market

1787

Ilili

1796

Eleven Madison Park

1538

Blue Smoke

1408 43

Shake Shack DININg SPace 44

Atmosphere Restaurant space Outdoor dining 45

Restaurant Cafe Bar

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Restaurants in flatiron

Restaurant Restaurants inside BID > Restaurants outside BID Restaurant clusters

Maysville Best of New York 2013: Best Grits New York Magazine

Cafe Cafes inside BID < Cafes outside BID

aison Kayser Saint Honoré Best Desserts in NYC 2013 Time Out New York

More Top-notch Treats Ginger Cookie Toby’s Estate Coffee 160 Fifth Avenue tobysestate.com

Bar

Red Velvet or PB&J Cupcakes Bars inside BID < Hill Country BBQ 30 West 26th Street hillcountryny.com Apple Crisp

Birch Coffee Best Cold Brew Coffee Gear Patrol

Raymi Best of New York 2013: Best Pisco Bar New York Magazine

Semla FIKA Espresso Bar 407 Park Avenue South fikanyc.com Salted Caramel

BarsTres outside BID Leches Cake

Dos Caminos 373 Park Avenue South doscaminos.com

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Restaurant atmosphere on street

(what inside each block is coverd by building's footprint)

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StReet DININg atMOSPheRe lOcalItY

locals Local people are very into the branches of the street instead of gathering at the public open space. Compare the local twitter map with the dining map on the left. Dining space in the neighborhood is strongly related with the local.

Tourists Tourists visit Times Square, Broadway, public plazas and parks the most often. These places are with medium level of dining and high level retail.

Geotagging of photos posted in Twitter from Mapbox

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(abstract from the previous map)

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Dining<Retail Tourist

Dining<Retail local

Dining<<Retail Tourist Dining>Retail local

Dining atmophere pace

Dining>Retail local

StReet DININg atMOSPheRe Dining and Retail

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Street dining - Broadway Dining and Retail

Restaurant Cafe Bar

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Street dining - 6th ave Local cluster of restaurants and quick eats

Restaurant Cafe Bar

Just Salad Essen Cosi Olive Garden Tres Carnes McDonald's Chipotle New York Burger Co. MARKT

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Street dining - park and plaza Kiosk and outdoor space

Restaurant Cafe Bar

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DININg SPace PROtOtYPe The outdoor area is a potential space that could be used for seating, queuing and other events. However, this kind of dining space is not widely used in the district because of the limited street space.

For Flatiron BID plazas, Shake Shack set up a successful example for Ilili Box and Flatiron Green cafe to explore their outdoor dining space.

Quick eats 58

Permanent kiosk +Outdoor space

Food truck

Doule floor resturant +Outdoor space

Doule floor resturant

Small resturant +Outdoor space

Small resturant 59

DININg SPace cOMPaRISON Shake Shack Madison Square Park

Kitchen

Outdoor Seating

extended Outdoor Seating

Percentage 60

extended space from the park

Shake Shack Fulton Center

Indoor Seating

Shake Shack Chestnut Hill

Indoor Seating Kitchen

extended Outdoor Seating

extended outdoor Seating Outdoor Seating

Kitchen

Indoor Seating Kitchen

Outdoor Seating

Indoor Seats - 96 Outdoor Seats - 22 Percentage

Percentage

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queuing

Park's space shapes Shake Shack's queue. The pavement pattern, tree canopies, lawns, etc. change people's way of waiting in the queue. '(Queueing's meaning) lies partly in the publicity and recognition given to the queuers and partly in the challenge and excitementâ&#x20AC;Ś Outside something of a carnival atmosphere prevails... regard the great queue as an adventure, an unusual and yet traditional diversion...'

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Madison Square Park, Shake Shack Line

by John Alexander Parks 64

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