Well hello there! Welcome to this week’s review, where I go back to trying takeaways and search desperately for interesting things to say about Shake Shack.
I know my reviews never start this way. You’ve read enough of them by now, I imagine, to know the structure. I start with a preamble that puts things in context, talks about the place I’m reviewing this week and why I chose it. Is the new joint that’s opened the biggest and best? Why doesn’t anywhere in Reading do good food of this or that cuisine? Is the place I visited a few years ago still any cop? You get the idea.
Then I run you through the menu, and how prices range from bla to bla. If we’re in a restaurant, I’ll tell you what the room (or my table outside) is like, and if it’s a takeaway I tell you what I made of the delivery experience. Then I get out my Big Food Thesaurus, because every restaurant reviewer’s got one, and describe the dishes – spoiler alert, if it’s a takeaway it’s often not quite hot enough – trying to avoid wanky words like “bosky” or ones, like “unctuous”, that people bandy around without understanding what they really mean.
I also throw in some choice remarks from whoever’s eating with me that week. Because the more of somebody in the review who isn’t me the better, am I right? Usually that’s my partner Zoë, who’s much more quotable than I am. But Zoë is joining me for fewer reviews at the moment, because we’re going to a wedding in a couple of weeks and she wants to wear an outfit that, in her own words, “doesn’t come with guy ropes”. So other times a friend of mine comes along, and I might also spend some time describing them; these reviews don’t clock up their massive word count by themselves, you know.
Anyway, then I tell you what the service was like, how much it costs and whether it was good value, and finally I inelegantly loop back to the preamble and tie it all together with a pretty bow. That’s the formula, and you’ve all flown with me often enough to know that perfectly well. Thanks for choosing my blog today: the emergency exits are here, here and here, and I hope you have a very pleasant onward journey.
My reason for opening the figurative kimono this week is that my takeaway from Shake Shack was so nothingy that it was a challenge to hold all the details in mind, like trying to recall a dream days after you wake up from it. At least with some dreams you actively want to remember them – winning the lottery for instance, being on holiday, or having it off with your favourite film star – but I doubt most people would long to dream about Shake Shack. I think I can understand why some “proper” restaurant reviewers spend the first half of their reviews talking about something that has nothing to do with the restaurant: they’re probably just bored.
Sorry, I should at least tell you something about Shake Shack first. It’s an American chain – yes, another one – that started life twenty years ago as a solitary hot dog stand in New York’s Madison Square Park. Restaurants like to make much of where they’ve come from when their back story is like this, possibly so you won’t pay quite so much attention to where they are now.
And where Shake Shack is now is a big chain with two hundred and fifty locations worldwide, including ten in the U.K., the majority of them in London. They opened in the U.K. the same week as Five Guys, although Five Guys has spread further and faster, possibly because it’s backed by Charles Dunstone, the billionaire co-founder of Carphone Warehouse. That might explain why Five Guys has been ensconced in Reading for eight years, whereas customers only got to try their rival from late last year, when Shake Shack teamed up with Deliveroo Editions to start selling to the people of Reading from that dark kitchen near Phantom Brewery.
I ordered from them this week out of pure curiosity: just as with Rosa’s Thai, the other London import on Deliveroo Editions, I wanted to see what the fuss was all about. I can be as meh about burgers as the next person, quite possibly more so, but I always got the impression Shake Shack was more highly rated among burger anoraks than Five Guys, the Burger King to Five Guys’ McDonalds (although the burger chain people really want to see come to these shores is the elusive, much-fêted In-N-Out Burger). So I fired up Deliveroo on my phone on Sunday night to see if they offered something that the likes of 7Bone, Honest and Gourmet Burger Kitchen – now available on Deliveroo, surreally, from the kitchen of our local Carluccio’s – didn’t.
If they did it wasn’t immediately apparent from the menu, which was streamlined and straightforward. You can have a burger, a cheeseburger or a “SmokeShack” burger (with smoked cheese and bacon) either as a single or a double. Their vegetarian option – there’s nothing at all for vegans here – was a fried portobello mushroom stuffed with cheese. Double burgers come in at around nine pounds and you have to buy fries separately, which pegs the price pretty much at the same level as Five Guys, Honest and 7Bone.
They also did a chicken burger and nuggets, a “flat-top hot dog” (which looked genuinely unpleasant in the photo) and a limited edition selection of Korean-influenced dishes making liberal use of gochujang. Most of the chicken dishes on the menu were described as “chick’n” which did make me wonder if it was in fact, technically, chicken. A bit of research reassured me, but it still seemed like a weird, unnecessary turn of phrase. Anyway, we ordered a couple of burgers, a couple of portions of fries and some nuggets and the whole thing came to forty pounds, not including rider tip.
As is so often the way, everything happened either a little too quickly or not quite quickly enough. Our order was on its way literally twelve minutes after we ordered, and it got to the house in close to ten minutes. It was on the lukewarm side, but I don’t know if that was down to the rider or the packaging. Shake Shack proudly proclaims that all the paper used in their boxes is from sustainable forests: that may be true but it was pretty thin and didn’t look like it offered much in the way of insulation.
Zoë had picked the chicken burger – partly, it turns out, because she was a bit of an expert in this field. It looked pretty decent – a thick fillet with a crunchy coating and meat whiter than American teeth. She’d left the pickles out, owing to her long-standing aversion to vinegar, and replaced them with long crisp slices of raw onion, as a heathen would do. But she seemed to enjoy it, although she thought it needed to be hotter.
“It’s not bad. I’d compare it to the McChicken Sandwich – I used to eat that back in the day, and very good it was too. Then they they replaced it with something called the Chicken Legend in a ‘ciabatta roll’” – she conveyed the inverted commas through the power of disdain alone – “and that was rubbish. It’s dry as fuck, too much roll. It comes with a ‘cool’ mayo and I don’t like the taste of it. Now you have to have a chicken mayo sandwich from the Saver menu.”
“Don’t you have a mini fillet from KFC instead?”
“Not from the one on Broad Street” she said. I wondered if she was referring to the infamous rat incident from a few years back and then I remembered: she knew numerous people who had fallen ill shortly after eating there.
“Do you remember the McChicken Premiere? That one came in fake focaccia bread, and the advert had Dani Behr, dead behind the eyes, desperately pretending to sound excited about a chicken burger.”
“Never heard of it.”
I think Zoë ordered better than I did. I’d chosen the SmokeStack Double, the most expensive burger on their menu, a double patty with cheese, bacon and chopped cherry peppers. The way it had been packaged – part-wrapped but left open – might have been visually appealing, but it meant it was colder than it needed to be, and most of the cherry peppers stayed stuck to the paper when I picked the burger up. The remainder hung around, adding a sweet crunch that jarred with everything else.
Again, if it had been hot it might have been nicer, but I didn’t feel any real difference in quality between this and Burger King, let alone Shake Shack’s more direct competitors. The bacon was nice, the patties were reasonable – cooked well done, even though I hadn’t ticked the box to request that – but I struggled to think of a burger I’d had in Reading that left me as ambivalent as this. 7Bone may be a grease overload, but at least it tastes of something. Honest’s burgers are probably the benchmark. Reading’s street food options, whether it’s Boigers or the sadly-dormant Meat Juice, beat Shake Shack hands down day in, day out. And I couldn’t help but think of plucky little Smash N Grab, out on Cemetery Junction, infinitely more deserving of my money than this, even if their fries need work.
Shake Shack’s fries, by the way, are crinkle cut – that’s their shtick – and they weren’t bad, if a tad lukewarm. They were at least well salted, and I’ve always suspected that crinkle cut chips are just inherently better. Zoe had gone for the gochujang ones, which merely meant that they gave you little plastic pots of bacon and spring onions to sprinkle on top and a tub of gochujang mayo to dip it in. I’m not sure much sustainable paper was involved in all those tubs, and I’m also not sure it was worth the additional one pound fifty. “It’s real bacon though” said Zoë, her expectations low enough by this stage that this came as a pleasant surprise.
Finally, we’d gone for some of the gochujang “chick’n” bites. The menu said that these came with gochujang glaze and another tub of that mayo. I expected from that description that they would indeed be glazed, but actually they were coated and topped with a meagre drizzle of gochujang sauce which only covered three of the ten nuggets. The taste was actually quite pleasant: there’s a wonderful, deep, savoury note to gochujang, with a slight hint of fermentation and funk. But the texture was woeful, the coating soggy and pappy underneath, no crunch to be seen. The whole thing was so woolly and unmemorable that we left a fair few of them, including one weird mutant ubernugget that was as big as three normal ones. Imagine fried chicken you don’t feel like finishing. That used to be a lot more difficult for me to do before I ordered from Shake Shack.
I found myself thinking of Honest’s recent Thai chicken special, fried chicken thigh honking with fish sauce and a honey sriracha glaze, topped with Thai slaw, ranch dressing and cheese. It’s one of the best things they’ve ever done, and one of the finest burgers I’ve had. I loved it so much I ate it twice – at the start of the month, outside, on Market Square, and again at the end, at home, after trekking into town to click and collect on the final day of the month, because I wanted to eat it one more time before they discontinued it. Compared to that, Shake Shack wasn’t even a parody. It was a travesty.
When I first finished my takeaway from Shake Shack I think I might have been in a salt and additive-induced coma. “It wasn’t that bad” I thought to myself, “except that it wasn’t hot enough. But if you lived north of the river, and they were close to you, it might be worth a delivery.” But now I now think that was the gochujang talking. Because really, Shake Shack feels like a boring, bland way of parting a gastronomic fool and their money.
So if you live in Caversham, and I know legions of my readers do, don’t order from Shake Shack. Get your burger from the Last Crumb instead. If you’re out east, give Smash N Grab a go. If you’re in town on the right lunchtime, head for Blue Collar. And if you’re near the town centre, go to Bluegrass, or 7Bone, or Honest, or the Lyndhurst, or King’s Grill. Go to Burger King, for that matter. Go literally anywhere else, so that one day Shake Shack’s marketing people and the experts at Deliveroo Editions realise that a town with a vibrant food culture won’t be fobbed off with some mediocre pap just because it has a few restaurants up in London. That kind of bollocks might work in Basingstoke or Bracknell, but it simply won’t wash here.
I’ll leave the last word to Zoë, who summed it up neatly as she ruefully tackled one of those stodgy nuggets.
“You’d be better off going to Gurt Wings, where you could get three massive strips and a fuckload of tater tots for the same money. That’s the thing, isn’t it? Indies do it better.”
They do. They nearly always do.
Order via: Deliveroo only