Shake Shack is accelerating its growth in London and across the UK.
The US-born brand is eyeing travel hubs, regional cities and smaller formats as it looks beyond central London.
UK business director Richard Franks recently said: “We have some great sites here some of the most premium locations: Leicester Square, Covent Garden and Victoria Nova.
Now it’s about taking the brand to a wider demographic.”
Frank who was previously managing director of Hop Vietnamese and Chilango, joined Shake Shack as UK Master Franchise at the start of the calendar year
Upcoming openings include a site in Cambridge’s Petty Cury shopping district and several more undisclosed locations in the pipeline. These follow successful travel hubs sites in Birmingham Grand Central & St Pancras international.
Frank said that the brand will look to build upon its existing footprint by targeting a wider variety of location types including travel hubs.
Frank said: “Travel Hubs are really helping us think about how we enter new markets and new cities.
We still like larger sites and they do very well, so we will continue to have flagships in bigger cities. However it’s now about also testing smaller formats to grow in more regions and cities.”
Shake Shack first launched in London back in 2013 and is operated by franchise business Diverse Dining.
It has taken a considered approach to growth during that time, focusing predominantly on prestige, high footfall centre London locations and growing to 16 locations to date.
