What’s that long line in the park? Why is it there, everyday? And why are the squirrels and sparrows near there so fat? Shake Shack, Shake Shack, and…not entirely Shack Shack, because they have reduced-fat fries.
Shake Shack is the only food joint found inside Madison Square Park. The Shack (not to be confused with the recently rebranded RadioShack) opened up five years ago, courtesy of Danny Meyer, known for his Union Square Hospitality Group, a set of fine dining restaurants in the vicinity. It began as a hot dog stand. One very successful hot dog stand.
“At the time, Madison Square Park was better known for its drug dealers and shady visitors than for pretty sights,” says Mark Roaquin, one of the four managers. “Danny,” he continues, “made a bid for the spot, and it seemed as if he was the only one, because he’s been there ever since!” Since then, Shake Shack has cooperated fully with the Parks Department; they consistently work together to help create a mutually beneficial environment. Shake Shack has since expanded into the Upper West Side, into a closed space, and into Citi Field, with plans to open in Miami later next year.
Shake Shack’s seating is sectioned off, but you’d only notice it in the cold—they installed elevated outdoor heaters for the comfort of customers.In the cold, the line is quite scant, especially on rainy and blustery days. Up until two years ago, the Shack was closed for the colder months. The park was indeed a cold dead place. But now Shake Shack offers “call-ahead” orders, ready for pick up, and all is well again.
So why the line, why the need for the call-ahead orders? For the burgers! But not for one customer—Matt V is there for ‘Shack-Cago’ burger, a tribute to Chicago-style hotdogs. “It reminds me of home,” says Matt, while nostalgically (for Chicago or Shack-Cago, that is the question) rubbing his tummy. Roaquin might argue that it’s for the frozen custard, “because that’s just the kind of food you normally don’t find in the northeast. It’s quite the hit amongst our customers.”
And who might their customers be? College kids, local business employees, and of course, tourists. “It’s famous, that place” says Frankie H, “but I don’t eat there—it’s not kosher. It is a surefire tourist trap.” Those with a little bit of foresight can plan ahead, and take a gander at Shake Shack’s website, on which they feature a proprietary webcam, so potential customers can gauge the permanently colossal lines.
Despite being located in the park, Shake Shack recently won the most coveted Golden Apple in Excellence in Food Safety Awards, certainly putting to rest many of the qualms hesitant passersby inevitably had; that’s precisely how I became a customer, making it my very first time ever purchasing food from an outdoor vendor. Others in the park don’t mind very much Shake Shack’s presence, and take no issue with it being the sole in-park vendor. “Sometimes the hungry people on-line make it difficult to get through the park though,” casually griped Angela M.
Shake Shack pays the rent, donates to the park, contributes to the upkeep, and keeps those with a little extra cash and seemingly infinite patience satiated. It’s the truly interactive attraction in the park, and a welcome rest from the myriad food joints lining the avenues. And if it weren’t for Shake Shack, how would the local animal life get their reduced-fat fries?