Food & Beverage

Shake Shack, Slutty Vegan collaborate to help NYC restaurants

A fast casual franchise teamed up with a rising restaurateur to create a uniquely-named sandwich that is not only turning heads but also raised money for a good cause.

Slutty Vegan founder and CEO Pinky Cole enjoys a SluttyShack burger. Provided

August 12, 2021 by Kevin Damask — Editor, Digital Signage Today

A fast casual franchise has teamed up with a rising restaurateur to create a uniquely-named sandwich that is not only turning heads but also raised money for a good cause.

Through the Now Serving collaboration series, Shake Shack and Pinky Cole, owner of the Slutty Vegan, have released the SluttyShack vegan burger for a limited time.

After making its debut in Atlanta in April, the SluttyShack hit New York City's Harlem neighborhood — home to Cole's first restaurant, Pinky's — with a one-day offering this week. The special collaboration is also part of Harlem Week, an arts, entertainment and cultural event, that runs through Aug. 15.

A portion of the proceeds from Wednesday's burger sales went to Restaurants Organizing Advocating Rebuilding.

Mark Rosati, culinary director for Shake Shack, said ROAR was selected as the beneficiary as the organization advocates for New York City's independent restaurant industry and works to build a path to a sustainable future. That effort is needed perhaps now more than ever after the COVID-19 pandemic shut down many NYC restaurants for months.

"The organization has really made a difference for New York restaurant workers during these uncertain times," Rosati said in an interview with Fast Casual. "With our Now Serving collaboration series, we felt it was important to support the hospitality industry at a local level. We are honored to give back to the restaurant industry from which Shake Shack was born."

Through the past year, Cole has been one of the national leaders in the fight to save restaurants. Shake Shack believed teaming with Cole would not only create a mouth-watering vegan burger, but also help both the Atlanta and New York City restaurant communities.

"We're really proud to work alongside her and the Slutty Vegan team to create a delicious vegan burger for our fans and give back to the New York community that is so special to us both," Rosati said.

Both Slutty Vegan and Shake Shack knew for the burger to sell and help local restaurants, it had to be good. The SluttyShack combines what both restaurants are known for with Shake Shack's veggie patty (only available in select locations) topped with signature Pinky ingredients, including Pinky's secret sauce, lemon ginger kale, caramelized onions, vegan ranch and vegan mayo. Topping it off is a Hawaiian bun, used prominently at Slutty Vegan locations.

Priced at $8.49, the burger will be available in-store, through pickup on Shake Shack's website or delivery and pickup via the Shack app, according to a press release.

"We wanted to create a sandwich with Pinky and the Slutty Vegan team that celebrates real vegetables, while also being fun and delicious," Rosati said.

Despite only being available for a limited time, Rosati hails the Slutty Vegan a success.

"Our collaboration with Pinky Cole in Atlanta earlier this year was one of our most popular to date!" Rosati said. "We're constantly looking at how to elevate the classics, and we always aim to bring new, premium ingredients and flavors to our menus."

After success with the Slutty Vegan, Shake Shack is aiming to collaborate with other local chefs through the Now Serving series. The collaborations will help local organizations by creating exclusive and tasty menu offerings.

Founded in Atlanta three years ago, Cole's Slutty Vegan serves as a plant-based fast casual option in locations with limited healthy eating choices. The brand also promotes a fun, entertaining atmosphere, evident by its eye-catching name.

"Our mission isn't to tell people to go vegan — but rather, to inspire guests to open up horizons with something new and different. Partnering with Shake Shack is a natural way of furthering this mission — enjoy one of America's most beloved burger spots, but try it with a twist," Cole said in the release. "Philanthropy is the core of who I am, and I'm encouraged by Shake Shack's aligned outlook on giving back to its communities. Our goal with this collab is to build support for communities and industries close to our hearts."

Shake Shack, founded in 2004 in New York City, has expanded to more than 300 locations in 30 U.S. states, along with more than 100 international locations.

About Kevin Damask

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