News

EG meets… Danny Meyer

News

Emily Wright

20 July 2013

Leisure

EW: The first UK Shake Shack in Covent Garden has been open for two weeks. How does it differ from the US brand?

DM: We make each one of our sites different to reflect where they are. So in the States, no two are the same. Each site should act as a mirror for the area. So here in Covent Garden we have tried to reflect the area’s history and the iconic Market Building. We have taken inspiration from the stone colours and cobbled textures and have worked with the big windows and original building features. But by the same token, the Brits seem to love the US diner style. So we will be bringing over that American feel.

EW: What was it that attracted you to Covent Garden?

DM: There is a lot of footfall here and it is about as centrally located as possible to both sides of the Thames. Also, we were impressed by what CapCo is doing to develop the area and we feel now is the right time to be serving food that we hope attracts people to the area. Being so close to the theatre district is also a plus. This has worked well in NYC.

EW: Will there be any British twists on the London menu?

DM: Yes, the Ginger Pig has made a great Cumberland sausage for one of our Brit-themed sandwiches. And all the produce will be sourced from the UK.

EW: What inspired you to open the original Shake Shack in Madison Square Park in 2004?

DM: It stemmed from a ?hot dog cart that was running successfully there from 2001 and the move to open a restaurant was actually about making that park safer. Before then, that part of Manhattan had not been safe and we saw it as an opportunity to create a sense of community. It’s tiny – 20 sq ft by 20 sq ft. We thought we would be selling a couple of hot dogs and some milkshakes. We never expected people to line up. New Yorkers don’t do waiting.

EW: How did you handle the high volume of customers?

DM: We turned the line into part of the experience. We have staff looking after the queue. But ultimately no one ever said we were fast. We cook everything to order so, yes, there is often a line at the original. We have learnt to triple the size of our facilities.

EW: It took five years to open a second Shake Shack on the Upper West side. Why wait?

DM: We wanted time to learn and properly plan. And we will do the same here in the UK. We need time to make ?sure each site reflects where it is placed. Everyone has seen burgers, fries and shakes before. It takes time to create something that people don’t feel they have seen before.

EW: The first UK Shake Shack in Covent Garden has been open for two weeks. How does it differ from the US brand? DM: We make each one of our sites different to reflect where they are. So in the States, no two are the same. Each site should act as a mirror for the area. So here in Covent Garden we have tried to reflect the area’s history and the iconic Market Building. We have taken inspiration from the stone colours and cobbled textures and have worked with the big windows and original building features. But by the same token, the Brits seem to love the US diner style. So we will be bringing over that American feel. EW: What was it that attracted you to Covent Garden? DM: There is a lot of footfall here and it is about as centrally located as possible to both sides of the Thames. Also, we were impressed by what CapCo is doing to develop the area and we feel now is the right time to be serving food that we hope attracts people to the area. Being so close to the theatre district is also a plus. This has worked well in NYC. EW: Will there be any British twists on the London menu? DM: Yes, the Ginger Pig has made a great Cumberland sausage for one of our Brit-themed sandwiches. And all the produce will be sourced from the UK. EW: What inspired you to open the original Shake Shack in Madison Square Park in 2004? DM: It stemmed from a ?hot dog cart that was running successfully there from 2001 and the move to open a restaurant was actually about making that park safer. Before then, that part of Manhattan had not been safe and we saw it as an opportunity to create a sense of community. It’s tiny – 20 sq ft by 20 sq ft. We thought we would be selling a couple of hot dogs and some milkshakes. We never expected people to line up. New Yorkers don’t do waiting. EW: How did you handle the high volume of customers? DM: We turned the line into part of the experience. We have staff looking after the queue. But ultimately no one ever said we were fast. We cook everything to order so, yes, there is often a line at the original. We have learnt to triple the size of our facilities. EW: It took five years to open a second Shake Shack on the Upper West side. Why wait? DM: We wanted time to learn and properly plan. And we will do the same here in the UK. We need time to make ?sure each site reflects where it is placed. Everyone has seen burgers, fries and shakes before. It takes time to create something that people don’t feel they have seen before.