Shake Shack SG Opens Today & First Guy In Line Queued 6 Hours From 4.30am

Because Jewel Changi Airport only opened its doors from 6am today, Shake Shack fans who showed up earlier had to queue outside the complex. The very first person in line was Justin Zheng (above), 37, who works in the aviation industry. He took time off from work just for a taste of the New York brand’s gourmet burgers. He woke up at 4am and travelled from his home in Aljunied to Jewel Changi, where he stood in the heat and humidity from 4.30am outside the building, before finally being allowed indoors into air-conditioned comfort at 6am. And there he waited outside the shuttered Shack eatery till 10.30am, before he finally got to order his burgers. That’s a whopping six hours in total.

Update: After reporting this story, we were informed by another source that Justin had been engaged by a queueing service on behalf of Class 95 FM. He, along with a few other folks (whose positions in the line were not made known), had been tasked to queue up and order food for three lucky contest winners who simply had to show up at an appointed time to enjoy their burgers without having to wait. That being said, Justin tells us that he’s always wanted to try Shake Shack’s offerings too, especially since his “family has already tried it”. Naturally he bought a separate set of meals for his godsis and himself (see below).

He was accompanied by his godsister, Amanda Choy (above, right), 31, a financial advisor, who has eaten at the chain’s London and Dubai outlets before. She said she also joined the queue so that she could compare the differences between the food here with SS's branches in the two other cities she visited. After placing their orders, the duo waited another 10 minutes for their food. They ordered a total of five Singapore-exclusive Pandan Shakes ($7.80 each), five ShackBurgers ($9.20 each) and five Cheese Fries ($5.90 each). In case you were wondering: the extra grub was for the Class 95FM DJs who were covering the restaurant's official launch today, including The Muttons. The duo told us they helped the jocks to order some stuff.

It’s Justin’s virgin taste of Shake Shack’s offerings today: “What I like most about the burger is the bun, it's [toasted so it’s] like a balance between baked and fried bread. It complements the beef, so it’s a 9/10 for me." Funnily enough, he compares the famously soft, pillowy Shack burger buns to, er, kaya toast: “It’s very nice, a bit like our old-school Singaporean deep-fried bun or kaya toast.” Hmm, perhaps it was the sleep deprivation at work here — but oh well, to each his own.

Meanwhile, Amanda says that the pandan and gula melaka-strewn shake is her favourite today, as it reminds her of the very local flavours she grew up with, even going so far as to say the dessert is the "best branding for Singapore". The burger bun here, she declares, is softer and fresher than what she's had overseas: "it's not the same as the ones [I've had at Shake Shack in] London and Dubai".

For being the first in line, Justin received a complimentary box of Shake Shack-branded souvenirs, like a tote bag and passport holder, while others in the queue snagged sunglasses while waiting for the store's opening.

Interestingly, the first meal served at Shake Shack SG today didn't go to Justin and Amanda. Instead, it went to customer #3 in the line, who ordered a Shack-cago Dog ($6.50), a Shroom Burger ($10.80), a ShackBurger ($9.20) and two Pandan Shakes ($7.80 each). Simply because Justin's order was much larger and took a longer time to prepare. Lucky diner #3.

In Korea, the queue was one kilometre-long when the American burger and shake chain opened its first outlet in Seoul in 2016. “The first guy in the queue drove over from another city just to be the first in line,” shares Shake Shack Korea & Singapore VP, Kwang Lee, over drinks at the brand’s housewarming party on Monday. “The entire queue before the doors opened lasted for five hours!” he chuckles. “In Japan, customers queued overnight,” adds Shake Shack’s Chief Licensed Business Officer, Michael Kark (above left, pictured with a VIP guest), who also chatted with us at the party. Michael is in charge of the brand’s international expansion. In fact, there were 400 customers in line on the opening day of the first SS branch in Tokyo in 2015.

Just before the restaurant opened, a group of drummers emerged, carrying their infectious energy and beats to the crowd gathered outside. Minutes later, dancers popped up with Shake Shack-emblazoned luggages for another round of excitement.

Shake Shack staff clapping in unison during a fun performance to celebrate opening day.

“We’ve been scouting for possible locations here for the past six years, and we couldn’t find anything suitable,” says Michael. “And finally, Jewel Changi Airport came along, it just sounded amazing. Singapore is my favourite place. We Americans love Singapore — everything works here, it’s so clean and efficient.” There are plans to set up 10 outlets in Singapore within five years. Shake Shack started out as a humble food cart at Manhattan’s Madison Square Park in 2000, now there are almost 200 Shack Shack restaurants worldwide.

Shake Shack is at #02-256 Jewel Changi Airport, S819666. Open daily 10am-10pm. ​​​​​​​

Photos: Alvin Teo

The article has been amended to reflect the following: Justin Zheng was hired by a queueing service as part of a radio contest to reward its winners.