Shake Shack's Asian expansion "one burger at a time"

Following the brand's success in both Japan and South Korea, on May 1st 2018, New York burger chain Shake Shack (in partnership with Maxims) opened the doors to its premiere Hong Kong location. Situated in the prestigious IFC tower, the launch marked Shake Shack's first steps into the highly competitive Greater Chinese fast food market and expansion into Asia as a whole.

In a Campaign video interview, CEO Randy Garutti and global marketing director Jacqueline Gonzales provide insights on how the company engages its audience online and uses a mix of local knowledge and customisation to gain footholds in new regions. The duo also related how the humble hot dog cart origins of Shake Shack remains at the core of its brand identity.