"What people lost their shit over was a counter-service restaurant that served Pat LaFrieda-sourced beef smash burgers on Martin's potato rolls, served in crisp paper sleeves; crinkle-cut, sometimes cheese-topped fries; a killer vegetarian (mushroom) burger option; and frozen custards in constantly changing flavors. It was fast food, but elevated to match Meyer's already-famous philosophy regarding hospitality."
""Hospitality and excellence resonate with guests at any price point," Meyer says. "Hiring people with a heart for hospitality and selecting the same quality ingredients we'd use at any of our full-service restaurants works just as well in the fine-casual space.""
Danny Meyer launched Shake Shack as a Madison Square Park hot-dog cart in 2001 and opened a permanent location in 2004. The concept offered Pat LaFrieda-sourced beef smash burgers on Martin's potato rolls, crinkle-cut fries, a mushroom vegetarian burger, and rotating frozen custards, combining fast-food format with elevated ingredients and hospitality. Shake Shack emphasized hiring staff with a heart for hospitality and using the same quality ingredients as full-service restaurants. Expansion reached 100 restaurants in a decade and later grew to over 400 locations. Shake Shack's approach influenced nationwide counter-service, chef-driven 'fine-casual' and provenance-focused quick-service concepts.
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