Anton Huang: ‘Shake Shack leads with a culture of hospitality — it’s their heart and soul’

MANILA, Philippines — New York’s critically acclaimed, modern-day “roadside” burger stand is coming to Manila.

Shake Shack has partnered with SSI Group Inc. in bringing Filipinos their first ShackBurger and more.

Known for its 100-percent all-natural Angus beef burgers, chicken sandwiches, flat-top Vienna beef dogs, fresh-spun frozen custard, crinkle-cut fries, craft beer, wine and more, Shake Shack has earned a cult following across America and all over the world. With its fine-dining heritage, commitment to real, premium ingredients, and fun and lively environment, Shake Shack is the burger joint Filipinos have been waiting for.

“It is with great pleasure that we announce the partnership between Shake Shack Inc. and the SSI Group,” says SSI Group president Anton Huang. “This is a testament to our company’s vision of enhancing lives and providing only the best for the ever-evolving Filipino consumer. Celebrating our 30th anniversary this year makes the partnership with this well-loved global brand even more meaningful to us. Staying true to Shake Shack’s mission to Stand For Something Good, we at the SSI Group are committed to continuously enrich the lives of our customers by offering the most rewarding curated lifestyle experiences. With the arrival of Shake Shack in the Philippines, we are excited to be among the first in Asia that will be home to the renowned American casual restaurant chain.”

Shake Shack vice president of Global Licensing Michael Kark adds, “Manila is an incredible city; its heart beats with a distinct warmth and hospitality. We are excited to begin the search for our first site in Metro Manila and look forward to becoming part of this community.”

(Left) SSI Group Inc. president Anton Huang. (Right) Shake Shack CEO Randy Garutti

The Philippine STAR had an exclusive Q&A with both Huang and Kark about what Shake Shack has in store for the Philippines:

THE PHILIPPINE STAR: What led to the decision to bring Shake Shack to Manila?

ANTON HUANG: SSI’s mission has been to bring the best of the world to the Filipino consumer. This is what we’ve done over the past 30 years and this continues to be a primary driver of our business today. With the success of Shake Shack in the United States, its recent success in Asian markets, and its worldwide cult following, a partnership with Shake Shack was definitely down our alley.

Describe the Shake Shack experience that customers can expect.

Shake Shack leads with a culture of hospitality — it’s their heart and soul.  Guest experience is a priority, how guests are treated at every level — from email, social media or face-to-face interaction with a warm yet professional conduct.  Responses are personalized; no one leaves feeling as though dealt with by a sales agent, but a real person who’s genuinely interested in what they have to say.

We at the SSI Group are committed to provide only the best in customer service and guest experience.  A testament to this is how we have carried on the Rustan’s brand of service in all specialty food brands of the Rustan’s Group: Starbucks, Salad Stop and TWG, to name a few.  We will continue to deliver Shake Shack’s trademark hospitality and brand of customer service in all its Philippine stores.

What’s your favorite Shake Shack order?

My favorite is the Shack Stack.  The marriage of the Cheeseburger and the ’Shroom Burger with Shake Shack’s distinct ShackSauce, all sandwiched in between Non-GMO potato buns, makes for the perfect mix of meat and veggies in one bite.  It’s like having your guilty pleasure sans the guilt.

What should a first-time Shake Shack customer order?

MICHAEL KARK: For a first-time order keep it classic: ShackBurger, crinkle-cut fries, and a chocolate or vanilla milkshake. If you’re feeling adventurous, make it a black and white!

How will Shake Shack change the way we see fast food?

Shake Shack’s fine-dining heritage and commitment to premium ingredients, coupled with its fun and lively environment, has set it apart since the original Shack opened in 2004 as a humble hotdog cart in NYC’s Madison Square Park.  Our mission is to Stand for Something Good.  From premium ingredients and caring hiring practices to inspiring designs and deep community investment, Shake Shack works to live this mission with each Shack we open.

Shake Shack intends to work with local purveyors and producers to create a one-of-a-kind Shake Shack for the Manila community. The Manila menu will feature Shake Shack’s signature items, including the ShackBurger, Shack-cago Dog, classic crinkle-cut fries, wine, and frozen custard ice cream.

Shake Shack will open its first store in Manila in the first quarter of 2019.