Bringing the flavor
Casinos often have restaurants and sports bars on their campuses. However, it’s uncommon for there to be a sweeping chain of additions at multiple properties nationwide.
Shake Shack released a statement that confirmed it’s hoping to expand its reach thanks to the unique opportunity offered by PENN.
“Shake Shack is thrilled to be partnering with Penn Entertainment to open ten incredible Shacks and take a meaningful step into the entertainment space,” Michael Kark, President of Global Licensing at Shake Shack, said in the statement. “We continue to explore flexible formats that allow us to expand the Shake Shack brand into new regions of the U.S.
“Together with Penn, we’re creating new opportunities to share our special blend of top-notch ingredients and warm hospitality with even more guests.”
PENN Vice President of Operations, Todd George, said that the decision was made to reinvigorate the company’s various casinos.
Competition within the gaming space has been fierce. Online casinos, sweepstakes casinos, and online sports betting have driven customers out of retail casinos, and the continued expansion of gambling has resulted in less interstate travel for casino guests.
“This partnership marks another exciting development as we continue to reimagine our properties with refreshed dining and entertainment options,” Penn Entertainment Executive Vice President, Operations, Todd George said in a statement. “Shake Shack is a well-known brand that resonates with customers, and we look forward to welcoming them to a core segment of our property portfolio.”
Shake Shack continues to grow
PENN largely operates regional casinos as opposed to grandiose properties in tourist-rich cities such as Las Vegas and Atlantic City. As such, it largely depends on attracting local customers, which is why enriching its dining options could be an important decision.
Shake Shack began at Madison Square Park in New York City, New York in 2004. Its burgers, milkshakes, and fries put it on the map and helped it grow to reach nearly 600 locations in 34 states and Washington D.C., as well as overseas.
The company also already has a casino presence thanks to its work inside the New York-New York Hotel & Casino in Vegas, which began in 2014.
Controlled by Union Square Hospitality Group, the burger business also has a partnership with Delta, which serves its meals to first-class passengers on domestic flights.
The company hopes to open 35-40 licensed locations this year. It reported $179.6 million in Q1 2025 sales, a 10 percent increase year-over-year.
