The culinary direction of Shake Shack
Shake Shack started as a little hot dog stand in Madison Square Park in Manhattan and is now an international success. The company, which offers deluxe versions of classic food, opened its first permanent location in 2004 where the infamous Shake Shack cart used to stand. The cart got its start as a supporter of the Madison Square Conservancy’s first art instillation. The food won over so many park visitors during its first summer in business that Shake Shack began calling customers Shack Fans. The Manhattan location has such a large following that customers can now check a Shack Cam, an online video feed of the line, before going. Students earning an online culinary arts certificate will appreciate the company’s continued dedication to improve its offerings.
Culinary Director of Shake Shack Mark Rosati makes it his duty to explore new and inspiring ingredients. He uses these discoveries to re-interpret homegrown favorites such as the burger, hot dog and frozen custard. He has already developed 320 flavors for the Shake Shack custards and shakes.
The Shake Shack in Philadelphia recently released two new concretes – extremely thick milk shakes. Using local products, Shake Shack ensures that its flavors are unique and distinct to the area. Shake Shacks everywhere, including Philadelphia, incorporate local produce and often collaborate with producers in the vicinity. In order to discover the exact flavors he is looking for, Rosati travels around his home of Williamsburg for inspiration.
“When first-bite magic happens, I don’t settle for less,” Rosati explained to The New York Times about his tasting techniques. “It has to be unbridled infatuation at first bite. It has to be craveable after first bite.”
Rosati has used this tasting method since he began with Shake Shack as its manager seven years ago. He took all of the original Shack’s products and attempted to do something new with them, to recreate them in exciting ways. He applies the same theory abroad, attempting to fuse local food with Shake Shack favorites.
No end in taste
Shake Shack has gone on to develop its own wine with Frog’s Leap Wine Cellars. The Shack has yet to jump into the market of brew, but it does serve selections of local beers that are chosen to specifically complement the current menu. The restaurant chain has gone even so far as to create monthly music playlists to accompany its burgers for a total food experience.