Shake Shack lands in Singapore
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American fast-food restaurant Shake Shack is landing in Singapore. The New York burger chain is opening up a location in Singapore’s awaited Jewel Changi Airport mall. In partnership with SPC Group, the South Korea-based restaurant distributor, Shake Shack said the firm took its time to discover the ideal location for the Madison Square Park-founded chain.
“For years we’ve been looking for the right opportunity to enter the Singaporean market given its regional importance, and we’re thrilled to have found the right strategic partner and an ideal launch location,” said Michael Kark, Shake Shack’s vice-president of global licensing
“Our flagship site will be in the stunning Jewel Changi Airport, home to more than 2,000 trees, harkening back to Shake Shack’s birthplace in NYC’s Madison Square Park.”
To facilitate the market entry, Shake Shack said it also plans to work with local purveyors and producers to create unique offerings for the Singapore community. Shake Shack is no stranger to Asia.
The company first entered the region in 2015 in Tokyo’s Gaien Park, before opening 10 outlets in Japan and seven in South Korea.
In 2017, the firm opened a Hong Kong flagship.
Shake Shack, in conjunction with SPC Group, intends to open a second location in Hong Kong planned for Pacific Place closer to 2019, as well as stores in Shanghai and Manila next year.
Jewel, a new joint venture between Changi Airport Group and CapitaLand, houses over 280 shops across seven storeys from Basement 2 to Level 5.
As well as Shake Shack, the retail space will also see the arrival of American fast food chain A&W, which left the Singaporean market a decade ago. The commercial development is slated to open March 2019.
Questions & Answers
Q.Which company is Shake Shack partnering with for its entry into the Singaporean market?
Which company is Shake Shack partnering with for its entry into the Singaporean market?
Shake Shack is partnering with SPC Group, a South Korea-based restaurant distributor. This collaboration is also planned for their second Hong Kong location and future stores in Shanghai and Manila.
Q.Where will Shake Shack's first Singapore outlet be located, and what is its significance?
Where will Shake Shack's first Singapore outlet be located, and what is its significance?
The first Singapore outlet will be in Jewel Changi Airport. This location was chosen due to its stunning environment, which echoes Shake Shack's Madison Square Park origins in New York City.
Q.How experienced is Shake Shack with operating in Asian markets?
How experienced is Shake Shack with operating in Asian markets?
Shake Shack first entered Asia in 2015 in Tokyo and now has 10 outlets in Japan and seven in South Korea. They also opened a flagship in Hong Kong in 2017.
Q.What other plans does Shake Shack have for expansion in Asia in the near future?
What other plans does Shake Shack have for expansion in Asia in the near future?
Shake Shack intends to open a second location in Hong Kong closer to 2019, as well as new stores in Shanghai and Manila next year. They plan to do this with SPC Group.
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