In a move to shake up its vegetarian offerings, Shake Shack recently debuted the Veggie Shack, accompanying the burger’s arrival with a “Fries Jamming Workshop” last weekend, a collaboration with local brand – A Spark of Madness.
The launch was teased on Shake Shack’s Instagram, through a series of vegetable emojis and a strikingly obvious word search that spelled out the words “Veggie Shack is Coming”.
The Veggie Shack was soon announced to be available at all Hong Kong and Macau locations from Sep. 12 onwards. On the day, the burger was set at half price (HK$33), and a Shack-Van drove around the city offering lemonades and free fry vouchers.
The partnership with A Spark of Madness founder Simran Savlani, came as part of the launch festivities. Two sessions of the Fries Jamming Workshop were set for Sep. 21 and 22, from 2 to 4 p.m. The workshop sessions were held at the IFC and Harbour City Shake Shack branches respectively.
Anyone who purchased both the Veggie Shack and the Crinkle Cut Fries got to try Savlani’s Spark sauces at the Crinkle Cut Fries Jamming station.
What’s so special about the Veggie Shack?
The Veggie Shack is the brand’s second vegetarian option, accompanying the ‘Shroom Burger, which has been present on the regular menu since Shake Shack’s arrival in Hong Kong back in May 2018.
As a vegetarian option alongside its Angus beef burgers, the ‘Shroom burger has the brand’s burger fixings of lettuce, tomato, and ShackSauce, capped off with a cheese-filled fried portobello mushroom as a faux patty.
The veggie patty of the Veggie Shack is what makes it stand out. The patty is made of 11 vegetables – portobello and shiitake mushrooms, sweet potato, celery, leek, roasted red onion and garlic, to name a few. The patty also includes sunflower seeds, farro and quinoa.
Served between Shake Shack’s signature potato buns, and topped with pickles, crispy onions, Shack Sauce and American cheese, the limited-time Veggie Shack will be available for HK$66, from Sep. 12 to Nov. 3.
Despite the Veggie Shack’s vegetarian nature, a Shake Shack representative at the Fries Jamming Workshop shared that the burger could be modified for vegan customers.
The bun and ShackSauce includes egg. By switching the bun for a lettuce wrap, and removing the cheese and ShackSauce, vegan customers can enjoy the Veggie Shack.
“Shake Shack uses high quality ingredients to make good food, and I remember eating here a lot with family and friends,” said Jodie Wong, a 20-year-old college student.
Wong frequents the IFC Shake Shack branch due to living nearby. “The Veggie Shack is an admirable move to cater for a larger range of diets,” she said, adding that she had a flexitarian friend who preferred the ‘Shroom burger instead of the brand’s meat burgers.
I think vegetarian options at Hong Kong chain restaurants are considerably limited. ~ Jodie Wong
Shake Shack’s veggie venture
Under its motto of “Stand for Something Good,” Shake Shack has been committed to using premium ingredients.
A testament to its brand motto, the Veggie Shack has been in development since 2018, where the brand’s chefs tested different recipes to create the latest burger in its lineup.
In 2022, the brand launched the Avocado Bacon Burger and Avocado Bacon Chicken Burger- these became part of the permanent menu a year later, adding a dose of nutritious fats to their popular burgers.
According to a 2020-22 Population Health Survey performed by the Centre for Health Protection, 97.9% of people aged 15 or above reported to consume less than the daily recommended intake of five servings of fruits and vegetables.
Hazel Chan, a customer at the Fries Jamming event, said that she wished she was more conscious when it came to eating sufficient vegetables.
“I’m a bit lazy and can’t be bothered to specifically find veggies to eat if it’s not already included in a meal,” said Chan.
The Veggie Shack makes me feel like I am getting in my daily intake, even if I’m eating a burger. ~ Hazel Chan on the Veggie Shack
A Spark of Madness makes magic with Shake Shack
Across from the payment counters at Shake Shack IFC, Simran Savlani, author and founder of A Spark of Madness, stood at the fry jamming station, ready to drizzle her Spark Sauces into customer’s fries.
“I wrote a cookbook during Covid 19 and I spent nine months writing it,” said Savlani. “I thought about how to market it, and at the end of the day I wanted to feed people, so I thought – why don’t I create sauces?”
The four sauces available to try at the event are Crispy Chilli Oil, Crack Sauce inspired by dan dan noodles, Caramelised Spring Onion, and Black Truffle Chilli Crisp.
“A Spark of Madness is a brand that wants to bring Hong Kong flavours to a wider audience,” said Savlani. “We’re handcrafted in Hong Kong, and vegan even if we’re not branded directly as a vegetarian product.”
You shouldn’t be limited to using these sauces for Asian dishes. Truffle Chilli on burrata, Crispy Chilli on avocado toast, Crack Sauce on roast chicken, Caramelised Spring Onion on scrambled eggs and cream cheese bagels. Go crazy, be mad with it! ~ Simran Savlani on Spark Sauces
“I’m obsessed with the Crispy Chilli Oil,” said Savlani, adding that she has it every single morning. “On fries, the Black Truffle Chilli Crisp is my favourite, it’s very east meets west, which is everything Hong Kong is about.”
We put Italian black truffle oil, black truffle paste, fresh black truffle, and we add eight Asian chilies. ~ Simran Savlani on the Black Truffle Chilli Oil
Johnathan Lau, a 25-year-old customer, shared that he really enjoyed the Truffle Chilli Crisp with his fries, adding that he felt inspired to think about the uses of chilli oil beyond traditional Chinese recipes.
“I didn’t think truffle and chilli oil would work together so well, but it did,” said Lau. “The truffle makes it even more savoury and adds a delicious aroma.”
Chan thought the sauces were an interesting experience. “The spring onion sauce is something I’ve never thought would be so good with fries,” she said.
Vegetarian or vegan, there should be more options
As a vegetarian of more than two decades, Savlani thinks that the movement has gained traction. “People are now a lot more conscious of what they’re eating and the impact it has on the environment.”
“For the Veggie Shack, having an option that’s not deep fried, and not a typical lab-made processed veggie meat product is absolutely amazing,” said Savlani.
Lau believes that the Veggie Shack’s launch is a move forward for vegetarians in the city. “Most fast food restaurants are definitely lacking in good vegetarian options.”
“The veggie patty is pretty close to real meat,” he said. “I’m not a full vegetarian, but I am trying to reduce my meat consumption, and this patty is better than most plant based alternatives I’ve tried.”
Having affordable vegetarian options is something Chan wishes was commonplace in fast food chains. “Everyone eats fast food, and we like it because it’s cheap and quick. Vegetarians and vegans should be able to have this convienience as well.”
The Veggie Shack might be just a veggie burger, but it’s significant to Shake Shack’s focus on vegetarianism and “it opens up the menu to a wider audience so more people will come,” said Savlani.
“There’s a lot of good vegetables in there, and so many good grains. The flavour is delicious,” said Savlani. “Especially with some Spark Sauce on top,” she quipped.
If there are seven meat burger options, why not have two vegetarian burger options? ~ Simran Savlani on the Veggie Shack
Written by Yu Wing Chan
Edited by Sehar Chowdhry and Renee Law