Opening a restaurant in a city still dealing with lingering snow piles may not be great timing, but yesterday's Boston debut of Shake Shack on Newbury Street, while devoid of its famous long lines, fired another shot across the bow in the battle against burger giants.
"People still love burgers, shakes and fries, but they don't want to eat fast food anymore," said Randy Garutti, CEO of the cult-favorite New York City-based burger chain, in town for the Newbury opening, as well as Sunday's launch at Legacy Place in Dedham. They're the third and fourth Greater Boston outlets for the "fast casual" eatery. The others are in Chestnut Hill and Harvard Square.
The back-to-back openings come at a time of dramatic changes in the American fast-food market. Major international chains such as McDonald's still dwarf newcomer national outlets such as Shake Shack, Five Guys and BurgerFi, not to mention local entries such as Tasty Burger, UBurger and Wahlburgers.
But these nouveau burger joints, slightly more upscale with generally higher prices, are thriving while the big boys are rapidly losing market share. McDonald's Corp. CEO Don Thompson stepped down this week after just three years on the job, defined mostly by declining American sales. The fast-food giant reported a sales drop of 2.1 percent last year, the biggest decline since 2001.
"We like to think we're a very democratic place," Garutti said. "You can come here on a date, bring your kids, meet your buddies for a beer or even watch the game."
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