Shake Shack's founder, Danny Meyer, learned a valuable lesson from his father: when it comes to business, you need to be careful not to spread yourself too thin. He waited four years to open a second location of his famous gourmet hamburger joint. And now it appears he is following the same strategy by slowly introducing a breakfast menu in selected Shake Shack establishments.
The recently opened Fulton Center eatery--which is based in Downtown Manhattan--is the first to offer a breakfast option outside of an airport or a train station location. Shake Shack hasn't officially commented on its latest menu expansion or whether the company will eventually offer breakfast at its 58 other U.S. restaurants. Still, its newest introduction to a market beyond the transportation hub clientele might point to a future rollout in all locations.
It may well prove a sound business decision. Consider McDonald's experience with its All Day Breakfast menu, which launched last October. According to its second quarter earnings report released today, comparable sales in the U.S. increased 1.8 percent thanks, in part, to its All Day Breakfast menu. While the sales spike disappointed analysts who had expected 3.4 percent growth for the quarter, the uptick amounts to roughly $20 million. Not exactly chump change. Further, the fast food giant says it'll focus on adding even more breakfast sandwiches to its menu over the next half of the year.
But is it a good bet for Shake Shack's customers? Only time will tell. So far the Shake Shack breakfast menu is only available in the morning at five other locations: Grand Central Terminal and the two spots at JFK Airport in New York; Union Station in Washington, D.C.; and the Dubai International Airport. Among its offerings you can pick from three sandwiches that boast cage-free, freshly griddled eggs and all-natural meats: Egg N' Cheese; Sausage, Egg N' Cheese; and Bacon, Egg N' Cheese.