Shake Shack to Test Its Own In-House Veggie Burger
Meatless hamburgers have emerged as one of the hottest trends in the food service industry, in no small part thanks to the growth and success of the “bleeding” fake-meat burger brands Impossible Burger and Beyond Meat which take a scientific approach to revolutionizing meat-free patties. But though these brands have started popping up everywhere from TGI Fridays to White Castle to MLB ballparks, some restaurants prefer to try their own take on veggie burgers, including Shake Shack, which is set to debut its own in-house meat-free burger next week.
Arriving on April 19, the “Veggie Shack,” as Shake Shack has dubbed it, will be tested exclusively in select New York City locations. Unlike the aforementioned Impossible and Beyond burgers, Shake Shack’s patty follows a more traditional route, built from black beans, brown rice, and roasted beets. The burger is then topped with provolone cheese, lettuce, onions, pickles and vegan mustard mayo to complete the Veggie Shack package. The non-meat option will sell for $7.29.
Needless to say, veggie burgers made from things like black beans, brown rice and beets can be equally delicious, sometimes even more delicious, than their fake meat counterparts, though these different styles of meatless burgers tend to have very different flavor profiles. However, according to Mark Rosati, Shake Shack’s culinary director, that’s kind of the point. “We know both [Beyond Meat and Impossible Burger] and have a lot of admiration and respect for them and what they have created!” he told us via email. “But in the end, we wanted to create something ourselves in-house so we could control the texture and flavor profiles we were after.”
Meanwhile, Shake Shack fans will remind you that the chain already has a vegetarian option, the ‘Shroom Burger, which offers a cheese-filled, fried Portobello mushroom for its “patty”—though that burger is more of its own beast than what most people would consider a meatless burger. And of course, if it’s just beef you’re looking to get away from, Shake Shacks everywhere still offer the brand’s much ballyhooed Chick’n Shack crispy chicken sandwich.