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Why Shake Shack, Wingstop are leaning into fine-diningWhy Shake Shack, Wingstop are leaning into fine-dining

Holly Petre, Assistant Digital Editor

February 22, 2024

 

This past Valentine’s Day there was a trend among limited-service restaurants. Several high-profile companies turned one or a few units into fine-dining experiences.

Shake Shack launched a pop-up at two Los Angeles restaurants to promote its new Korean-style menu on Valentine’s Day called the “Swicy Date Night Experience” — “swicy” being a combination of sweet and spicy, two common Korean flavors.

In New York City and Los Angeles, Panda Express unveiled its newest menu item, Firecracker Shrimp, via a five-course tasting menu at two select locations of the chain. The menu included an elevated take on Panda Express classics as well as other Chinese American dishes.

And Wingstop, in honor of being named one of the worst date spots, launched its own fine-dining Valentine’s Day experience that included a pairing menu with alcohol and the chain’s famous wings and chicken items.

What do all these activations mean?

About the Author

Holly Petre

Assistant Digital Editor

Holly Petre is a digital editor for Nation’s Restaurant News as well as the host of NRN’s podcast, Extra Serving, and producer for Informa Restaurant and Food Group’s other three podcasts, One On One by Food Management, Off the Shelf with SN and In the Kitchen with Bret Thorn. Holly holds a Bachelor of Fine Arts with a concentration in Sculpture, fibers and Material Studies and Ceramics from the School of the Art Institute of Chicago. A native New Yorker, Holly enjoys her place on staff as the resident pop-culture expert and millennial with a sassy attitude and great sense of style.

Holly Petre’s work on Nation’s Restaurant News and Restaurant Hospitality often covers marketing and trends, either aimed-at or examined-through the millennial mindset. Holly is responsible for introducing TikTok and Twitch to NRN and RH readers as well as explaining terms like “Karen” to staff and readers alike. She also spends her time on staff trying not to make every headline a pun.

Holly Petre hasn’t spoken at any events or on panels, but she is readily available with a killer shoe wardrobe and several witty quips.

 

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