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Rocking the Shake Shack | by jkottke
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Rocking the Shake Shack

After a soft launch yesterday, the Shake Shack officially opened for business today. The staff was still working the bugs out so the line moved a little slow. I waited 50 minutes for my food and the line was three times longer when I left than when I arrived. Aside from the slowness, the service was better and friendlier than I remembered and, somehow, the burgers tasted better, like they've been fine-tuned since last year.


The crowd was almost euphoric at times. A group of guys in front of me (probably lawyers or brokers) were all wearing Shake Shack baseball caps and as giddy about the impending burgers as teenaged girls at a 50 Cent concert. As an apology for the delay, the SS staff chummed the waiting crowd with free ice tea and samples of "cinnamon toast" frozen custard (= delicious).


Bruni**, if you're listening, how about a starred review of the Shack? The food is good, the level of service and execution is absurdly high for a burger stand, and its opening made grown, lawyerly men excited enough to dress in costume for the occasion. What more do you need?


** Since watching Ferris Bueller's Day Off recently, I can't help but hear Bruni's name as Cameron would address him on the telephone. As in: "Bruni! This is George Peterson. You make sure that starred review is out in front of the school in ten minutes. Do you read me?"

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Uploaded on March 21, 2006