Shake Shack is set to open its first Coachella Valley location in Palm Desert on December 20, drawing attention in a bustling restaurant area amid a flurry of burger options.
Despite the recent closure of several underperforming stores in California, Shake Shack confirmed its commitment to expansion, planning to open 80 more locations this year.
The new Shake Shack at the Shops at El Paseo offers a competitive positioning, located between two popular In-N-Out outlets, just miles away from major restaurant names.
The opening of Shake Shack raises the question of whether locals will prefer it over established chains like In-N-Out and Habit Burger, which are already popular.
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