Shake Shack eyes broader breakfast business

shake shack breakfast sandwiches

Shake Shack is today adding breakfast at its first location outside of a train station or airport, a signal the chain may be looking to roll out its morning menu on a larger, even national, scale, TheStreet reports.

Breakfast will be served at the chain's new Fulton Center location in New York City from 7 a.m. to 11 a.m., the general manager of the new unit told TheStreet.

The high-flying fast casual, which is known for its streamlined menu, debuted breakfast at a location in New York City's JFK Airport in 2013, and has since rolled out a.m. offerings at two other transit center units in the U.S., as well as one in Dubai.

Shake Shack’s morning menu includes three breakfast sandwiches—Sausage, Egg N’ Cheese; Bacon, Egg N’ Cheese; and Egg N’ Cheese—as well as coffee, tea and, in some cases, juice.

Breakfast has been the limited-service daypart du jour since McDonald’s launch of all-day breakfast last year, causing a number of chains to amp up their own offerings in response.  

Read the full story via TheStreet.


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