Shake Shack, the iconic American fast-casual chain, is set to enter the Vietnamese market with plans to open 15 locations by 2035, reinforcing its presence in the Asia-Pacific region. The first Vietnam Shack is scheduled to open next year, offering fan favorites such as the ShackBurger, Chicken Shack, crinkle-cut fries, hand-spun frozen custard, and ShackMeister beer.
This move comes through a strengthened partnership with Hong Kong-headquartered licensee Maxim’s Caterers Limited, which currently operates 52 Shake Shack locations across Mainland China, Hong Kong, Macau, and Thailand.
“Expanding into Vietnam is an exciting leap forward for Shake Shack,” said Michael Kark, President of Global Licensing at Shake Shack. “With 15 Shacks planned over the next decade, we’re not just growing, we’re planting roots in one of Asia’s most vibrant, food-loving cultures.”
Strong Q2 Performance Signals Global Momentum
Shake Shack has recently reported strong financial results for Q2 2025, highlighting its momentum in both company-operated and licensed locations:
- Licensed revenue rose 20% YoY to $13.3 million, driven by the addition of nine new licensed locations across the US, Canada, and the Middle East.
- Total licensing sales increased 15.9% to $206.7 million.
- Overall revenue grew 12.6% YoY to $356.5 million, including $343.2 million from Shack sales.
- System-wide sales climbed 13.7% to $549.9 million, while same-store sales were up 1.8%.
- Adjusted EBITDA surged 24.8% to $58.9 million, with net income totaling $18.5 million.
These results underscore Shake Shack’s successful growth strategy, including menu innovation, daypart expansion, and strong licensed partnerships, particularly in markets like China and across the Middle East.
Vietnam Expansion Strategy
Maxim’s Caterers, Shake Shack’s trusted licensee, brings local expertise, operational excellence, and market insight, positioning the brand for success in Vietnam. This expansion exemplifies Shake Shack’s strategy of combining premium fast-casual offerings with strong local partnerships, ensuring the brand resonates with new communities.
With over 610 locations globally, including London, Tokyo, Seoul, and Dubai, Shake Shack continues to expand its footprint while maintaining its high-quality, experience-driven brand.
How Star Brands Consulting Group Can Help
At Star Brands Consulting Group, we specialize in helping global food and beverage brands expand into new markets strategically. Whether it’s franchise development, retail expansion, site selection, licensing management, or operational support for franchisees, we provide end-to-end solutions to ensure sustainable growth.
For brands like Shake Shack, we support franchisees, optimize market-entry strategies, and manage international expansion plans to maximize brand reach and profitability. From launching flagship locations to building franchise networks, our expertise empowers brands to scale successfully while maintaining their premium identity.