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 Fernåndez, 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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bIDS aND lOcalItY
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Columbus - amsterdam
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Bloomingdale Historical district
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Times Square alliance
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Busiest pedestrian intersection; entertainment
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34th Street Partnership
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Shopping district
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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. 39
,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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