By Sabina Mollot
On Tuesday, Danny Meyer’s Shake Shack empire offered free ShackBurgers to customers at the restaurant’s various locations in celebration of the opening of the 100th Shack at the Boston Seaport. However customers were warned to come early as only the first 100 burgers would be free.
So, by 9:55 a.m., at the original Shake Shack at Madison Square Park, the line had already snaked around the park’s south end to over 50 people long, each individual clutching a flier advertising the promotion. The shack wouldn’t open until 10:30. Meanwhile by 12:45 p.m., the line was still about as long, which is a typical lunchtime line the shack, the promotion having ended.
The Shake Shack, which is now a publicly traded company, started as a hot dog cart in Madison Square Park to support the park’s first art installation, “I (Heart) Taxi.” It officially became the shack in 2004 when the Union Square Hospitality Group won a bid to open a permanent kiosk in the park.
The company has since opened locations in 15 states and the District of Columbia as well as overseas, including in London, Tokyo, Moscow and Dubai.