New York burger chain Shake Shack has a third location ready to roll in the Dallas area, this one at Preston Royal Village, at the northeast corner of Preston Road and Royal Lane. According to a company representative, the opening will be in August.
It goes into the space next to Ken Man's Shop, in what was previously Write Selection, a stationery store that had been there since 1983. Out with the custom invitations, in with the burgers, frozen crinkle-cut fries, and frozen custard concretes.
Geographically, this location lies almost dead center between the original Dallas location, which opened with some fanfare in Uptown Dallas in August 2016, and the Plano location at Legacy West, which opened with a few GuideLive tweets on March 29.
There are two locations in Austin and two in Houston, both cities that are home to the two original locations of CultureMap — surely that can't be a coincidence.
Shake Shack is following a well-trod path blazed by now-faded chains that were greeted with an initial frenzy before losing all cachet, such as Krispy Kreme, Steak & Shake, and In 'N' Out, none of which generally have lines or waits, even during peak dining hours.
If you look at the DFW-area location maps for Steak & Shake and In 'N' Out, both chains have branches in almost identical areas. Krispy Kreme, too. It seems like only a matter of time before we see Shake Shacks in Frisco, Rockwall, Arlington, and McKinney.
Preston Royal Village is undergoing a mild makeover, with two new murals, improvements to the façade, storefronts, and new signage. An Eatzi's will open in the center, as well as kitchen store Sur La Table.