Shake Shack's new West Village location features an on-site test kitchen, which offers the opportunity to receive immediate feedback from diners

Celebrated fast casual restaurant Shake Shack's new Manhattan location will of course feature their famous burgers and shakes as well as some new items like, “chick'n bites, a black sesame shake and a cold brew matcha latte.” The chain wants to keep the new items coming as the new space also includes The Innovation Kitchen which will test additional new menu items.

Shake Shack .jpg

The kitchen was initially located offsite, but the company felt putting it in one of the restaurants gave them the chance for immediate consumer feedback. The feedback will help define the changing menu. CEO Randy Garutti explains, “every now and then customers will come more often to Shake Shack when they have something that's a little different.”

One of the biggest challenges of city-based casual restaurants is the ability for potential customers to order food online. Shake Shack is renowned for affordable fresh food and giving customers the chance to affect the menu will keep customers coming back and help to build brand loyalty. The West Village location celebrated their grand opening on September 18th.

Shake Shack

Celebrated fast casual restaurant Shake Shack's new Manhattan location will of course feature their famous burgers and shakes as well as some new items like, “chick'n bites, a black sesame shake and a cold brew matcha latte.” The chain wants to keep the new items coming as the new space also includes The Innovation Kitchen which will test additional new menu items.

The kitchen was initially located offsite, but the company felt putting it in one of the restaurants gave them the chance for immediate consumer feedback. The feedback will help define the changing menu. CEO Randy Garutti explains, “every now and then customers will come more often to Shake Shack when they have something that's a little different.”