SPC Shake Shack Introduces New Limited-edition Menu on its 5th Anniversary
– Seoul-style Bulgogi Burger and Makgeolli Shake launched in cooperation with Hanilgwan and Jipyeong Makgeolli
– Variety of customer appreciation events to be offered, including free delivery and launching 5th anniversary digital goods
Shake Shack, a fine casual brand run by SPC Group (Chairman: Hur Young-in), announced on July 21 that it has launched a limited-edition menu featuring Korean food culture in celebration of 5th anniversary of its entry into the country.
The new menu, available only in Korea out of all the world’s Shake Shack locations, was based on the Korean food experience during the trip to the country by Mark Rosati, Shake Shack’s culinary director.
The first menu is the ‘Seoul-style Bulgogi Burger’ (12,800 won), developed in partnership with Seoul’s traditional grilled beef restaurant Hanilgwan. It features a Black Angus beef patty with melted gouda cheese on it, as well as bulgogi, bulgogi mayo sauce, sliced radish, and pickled carrot. The grilled beef is based on Seoul-style bulgogi, marinated in soy sauce after thinly sliced.
The second menu is the ‘Makgeolli Shake’ (6,800 won), developed in collaboration with Jipyeong Makgeolli. It is based on the traditional rice wine fermented with Korean-made rice and vanilla custard, adorned with rice topping. Both items will be sold in all Shake Shack stores in Korea for a limited time between July 20 and August 31.
In addition, Shake Shack will undertake a variety of promotional events to thank the customers for their support commemorating the 5th anniversary and cheer up people who are fatigued with the restriction measures due to COVID-19.
First, for one month from its first store’s 5th anniversary day July 22, it will offer free delivery services and discount prices through Happy Order and food delivery apps such as Coupang Eats, and Baedal Minjok. In addition, it will showcase a Korean illustration artist Atmosphere’s artworks as digital goods and allow free downloads of them on the official website. Customers can also view the 5th anniversary campaign video created in collaboration with Hypebeast Korea, a lifestyle magazine.
On the Shack Day, Shake Shack’s brand day on July 22, the company will give away coupons that offer special menus including the Seoul-style Bulgogi Burger at a discount price of 22,000 won through its HappyApp. On the KakaoTalk Gift, it will run the 5th anniversary exhibition and provide a size upgrade on shakes or free fountain soda privileges from July 26 to August 1.
