In Focus
FAST CASUAL | Staff Reporter, Singapore

Shake Shack to launch in three Asian markets on 2019

The chain is just one of the US burger brands looking to ramp up its growth in the said continent.

The American fast casual chain Shake Shack has recently announced that they will be launching its flagship site in Singapore’s Jewel Changi Airport.

They have partnered with Korea-based food company SPC Group in bringing their debut store in the island-country.

“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,” Michael Kark, Shake Shack’s vice president of global licensing.

However, this is just the third announcement the burger chain has released this year regarding its Asian expansion for 2019. Last July, they announced that they are going to Manila as they partnered with Philippine retail company SSI Group.

"Manila is an incredible city; its heart beats with a distinct warmth and hospitality. We are excited to begin the search for our first site in Metro Manila and look forward to becoming part of this community,” Kark said.

Then a month later, they stated that they are targeting Shanghai with their licensee Maxin Caterers which is a Hong Kong based food, beverage and restaurant chain.

The two companies have also previously partnered in 2017 to have 14 stores in Hong Kong and Macau by 2027. They have just opened their flagship site in China’s autonomous region last May.

“There’s incredible opportunity in China and I couldn't think of a better place to begin this chapter of our story than Shanghai, a city that understands great brands, appreciates premium ingredients, and ultimately loves food,” said Randy Garutti, CEO of Shake Shack.

“The city’s streets overflow with vibrant flavors and energy every day and we can’t wait to join Shanghai’s thriving food community.”

There have been a lot of US burger chains that have been keen on entering the Asian market.

Five Guys has an ongoing expansion plan to launch in 28 countries by 2021 and among those targeted countries are in the the Middle East, Japan and South Korea. Last August they have also confirmed their first entry in Hong Kong.

Burger King has also laid out their plan to open at least 15 stores annually from this year up to 2020, aiming 131 outlets in three years.

The multi-brand restaurant company FAT Brands also promised to bring five Fatburger and Buffalo’s Express stores in Indonesia. They have also just launched two Fatburger outlets in Singapore last month.

(Photo credit: Shack Shack US Facebook page)

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