• QSR Magazine, Wednesday, January 18, 2012 10:22 AM

Steak ’n Shake opened its first New York City restaurant on Jan. 12, and the chain used the opportunity to debut its new Steak ’n Shake Signature counter-service prototype. The restaurant, with a '50s hamburger joint theme, is just north of Times Square on Broadway, next door to the Ed Sullivan Theater.

The new design does away with the all-night schedule, some menu items, and table service. Instead, the 22-seat, counter-service-only Steak ’n Shake offers an organic beef hamburger, a high-tech drink machine, hand-cut fries, and beer and wine.

“The time was right [to open in New York],” says Jim Flaniken, SVP marketing at Indianapolis-based Steak ’n Shake, which is owned by San Antonio-based Biglari Holdings. “It’s the first of, hopefully, many to come in New York.”

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