One of the Midwest’s favorite burger joints hopes to make it big where the lights are brighter: on Broadway in the heart of midtown Manhattan.
The Indianapolis-based chain opened its first New York City location last month, and as reported by QSR Magazine, took the opportunity to debut its new counter service prototype. It’s a leaner operation, with a more limited menu and no table service.
The 22-seat unit offers the mainstays, steakburgers, hand-cut fries, and shakes, as well as some newer offerings like an organic beef hamburger, wine and beer, including a local beer, Brooklyn Lager, on tap.
The restaurant’s design is called Steak ’n Shake Signature and was created to fit in with retail environments such as strip malls.
The Midtown location is just north of Times Square and right next door to the Ed Sullivan Theater, home to The Late Show with David Letterman. Letterman, in fact, gave the new Steak ’n Shake quite a welcome on his show, shortly after the restaurant opened. He reminisced for several minutes about growing up in Indianapolis and how he enjoyed those Steak ’n Shake steakburgers when he was a kid.
Then Letterman got in contact with his new neighbor, interviewed one of the employees and placed an order for himself and his band leader, Paul Shaffer, which was quickly delivered to the Late Show while it was on the air. You can view the clip below.
One of the things that may surprise visitors to the NYC Steak ’n Shake: its menu prices are no higher than they are in the chain’s other units across the country…at least for now.
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