Rick Boost
May 9, 2018

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

As the burger joint pushes into Hong Kong, its CEO and marketing chief explain their strategy for entering new Asian markets

As the burger joint pushes into Hong Kong, its CEO and marketing chief explain their strategy for entering new Asian markets

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...

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