In the era of globalization, various franchise lines entered the Asian market. Following KFC, McDonald, and Pizza Hut early success, other food franchises achieved success too. Starbucks, and other dessert chains grabbed their spots in Asia. And now Shake Shack is following the trend.
Shake Shack seeks partnership with local companies
he burger and milkshake expert has started in 2015 by opening its’ first Asian branch in Tokyo, Japan. Then in 2016 it opened the biggest store yet in Incheon Airport, Incheon, South Korea. Shake Shack then shared a partnership with SPC Group.
SPC Group is a leading global food company based on Seoul, South Korea. The company has previously succeeded in introducing various international brands to its country. With its’ 70 years of experience, the group now has the hold of 6000 stores from 30 brands around the world.
China is also the biggest target of Shake Shack. Indeed, it’s the country with the largest population in the world. Making it a gold mine for food chain companies. Starbucks, for instance, is now opening another new store in every 15 hours in China only.
After the East Asia, now it’s Southeast Asia
In 2019, SPC Group and Shake Shack seeks in opening its’ first Singaporean branch in Changi Airport. After the previous year’s success in opening its’ first branch in Southeast Asia, in Hong Kong. Not just that, it acquired its’ flagship by opening the second store there in the same year.
After SPC Group, Shake Shack also grabbed a partnership with Store Specialist Inc in the Philippines. The incorporation originally handles international luxury lifestyle brands such as Gucci, Givenchy and Prada in the country. Then it expanded to food industry, introducing Starbucks and other food chains to the Filipinos.
Burgers and shakes in Southeast Asia?
Now, although burger has become a common food everyone in the world might be familiar with, Shake Shack still has to face some difficulties. First, in Southeast Asia particularly, the price it offered is higher than the local food. Even though it’s considered as cheap junkfood in the US market, it has to glamour itself as a more luxurious food in the Southeast Asia.
Giving out discounts and coupons would not be enough. Realizing it, Shake and Shack has recruited local food artisan to develop recipes that fit the local taste better. But then we can only watch and see if the plan succeeded.