How a NYC hot dog cart turned into one of the fastest-growing hipster joints in America.
Restaurants tend to put a lot of stock in founding stories. And while Shake Shack, the luxe-burger phenom, has a great backstory, it didn’t start with burgers. It didn’t even start with a restaurant.
In 1999, Danny Meyer was already among the most acclaimed culinarians in America. His Union Square Hospitality Group counted Union Square Cafe and Gramercy Tavern among its holdings. Another heralded restaurant, Eleven Madison Park, overlooked Manhattan’s Madison Square Park. That’s where the trouble began.
Once a Gilded Age oasis, the park was a dump, a weedy tract of broken benches only recently cleansed of drug dealers. Meyer, a big proponent of urban parks, co-founded a conservancy to restore the grounds and opened a hot dog cart to help with fundraising. Meyer ran the cart from the kitchens of Eleven Madison Park, which proved a fateful decision. The chance to get artisanal fare in the form of cheap comfort food drew lines—long ones. Sensing a good thing, Meyer traded the cart for a freestanding kiosk in 2004. He called it Shake Shack, his take on a roadside burger stand.
Continue reading your story on the app
Continue reading your story in the magazine
Whole Foods' Will Chau Has Had A Scrappy Path
The path of Whole Foods Market’s global director of creative and branding has been a scrappy one.
This Is Your Brain On Marketing
Brands toy with sensors to better understand their customers.
The Barbie Doll
On the eve of her 60th birthday, a look at. America's most primped, perfect and polarizing plaything.
Marketing Needs To Be Inclusive
Diversity efforts must be authentic and go further than checking off a box.
The agency clawed it's way back to the top by making ‘better decisions, faster’.
Meet The New Broadcast TV Chiefs
After taking over last fall at ABC, FOX, and NBC, these four execs are ready to reveal their strategies.
Today’s media agencies face a new slew of challenges, as more clients slash budgets, issue RFPs and take everything in-house, from planning to programmatic. But clients aren’t the only ones making big changes. Both OMD and Initiative bounced back from challenging years with strategic pivots, picking up new business from brands like Daimler Mercedes, Liberty Mutual, Revlon and the U.S. Army. Breakthrough network Essence transcended its reputation as Google’s digital resource to score new partnerships with BP, Peloton, T-Mobile and more while doubling its headcount and adding 11 offices around the world. On the work front, these shops proved their media mettle with headlining campaigns for Amazon, McDonald’s, Target, USA Network … and who could forget the International House of Burgers? Read on to find out why these three earned Adweek’s Media Agency of the Year honors
A strong vision and a key investment from holding company WPP Fueled an incredible year.
Deutsch’s Head Of Music Straddles The Record And Advertising Industries.
Agencies Scramble Over OTT
Investment teams try to get up to speed while they educate clients.