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Nine years ago, New York’s hamburger landscape changed forever when an unassuming shack began serving up humanely raised 100% Angus beef. Danny Meyer got his start in the 80’s with Union Swuare Hospitality, eventually leading him to his little roadside cart that took root in the fine-casual burger market, and as the folks over at Shake Shack say, the rest is burger.
Fast forward nine years and the ubiquitous shack sprawls across locations nationwide. Keeping their promise of good ingredients and no hormones or antibiotics EVER, Shake Shack has now introduced fries to its artisanal equation.
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Last week marked the launch of the new fresh, hand-cut fries at the Upper East Side Shack in NYC. The switch was occasioned by guests’ feedback over the past nine years, according to Greg Waters, senior manager of marketing and communications.
“This is no simple switch! These fries require proper equipment and team training.” It’s all about the potatoes, which are hand-cut, never frozen, twice cooked, skin on, always fresh, and Idaho Russet, he explains.
So now you actually won’t feel terrible about having a hamburger and fries on any given day of the week. You can even add in that delicious custard. The question is when can we expect them in the Magic City? “Over the coming months we’ll begin rolling them out at all U.S. Shacks,” says Greg. “Our South Florida Shacks will definitely be serving them, I just can’t say precisely when at the moment.”
Doesn’t he know timing is everything when it comes to eating French fries? We want them hot and fresh and we want them now.
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