SPC Group to Open Shake Shack COEX Branch on the 9th
[Asia Economy Reporter Seungjin Lee] SPC Group will open the Shake Shack COEX branch on the 9th.
The COEX branch, the 16th Shake Shack store in Korea, is located on the first floor of COEX Mall in Samseong-dong, Seoul, with a total of 117 seats.
The interior of the Shake Shack COEX branch uses golden colors and lighting to create a modern and luxurious atmosphere reminiscent of Broadway in New York. The COEX branch features a dedicated pickup zone called ‘Shack Track,’ making delivery and takeout easy and convenient.
In addition to the classic signature menu items such as the ShackBurger, Shack Stack, and SmokeShack, the Shake Shack COEX branch offers a signature dessert called ‘Over the Rainbow,’ which combines vanilla custard with colorful meringue cookies, blueberry jam, and lemon curd.
To celebrate the opening of the COEX branch, Shake Shack has prepared various enjoyable events. First, a photo zone themed around New York’s Broadway is set up around the Shake Shack COEX store. Additionally, a surprise event includes 30 ‘Secret Tickets’ hidden inside postcards featuring Shake Shack artwork and scenes from various movies, allowing winners to receive movie tickets and signature menu benefits such as ShackBurgers.
Moreover, Shake Shack will provide first-time visitors to the COEX branch with a ‘Shake Shack Special Kit’ consisting of ShackBlock, collaboration T-shirts, film cameras, socks, and more. From the first day of opening and for five days thereafter, the first 100 customers each day will receive an ‘Open Gift Pack’ containing a Shake Shack mask strap and sunglasses.
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Furthermore, an augmented reality (AR) game called ‘Catch the Shack,’ exclusive to COEX Mall, will be launched. Completing the game missions allows players to enjoy the COEX branch’s secret menu item, ‘Grilled Cheese with Bacon,’ which features cheddar cheese and bacon on a signature potato bun, for 1,000 KRW, and also receive a fountain soda coupon. ‘Catch the Shack’ can be accessed by downloading the newly launched ‘Happy Real’ app from Happy Point on Google Play Store or the App Store.
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