Some chain restaurants try to improve the odds of success by going as local as possible. They put up art that references local schools or sports teams, donate to local charities, and are neighborly toward their immediate community. And, if possible, they use local ingredients.
Shake Shack, with a market cap of more than $2 billion, probably would do just fine without going local at all, but the chain’s success is attributable, in part, to its attention to detail at individual stores. Enter the Campfire S’mores Concrete, an autumnal treat that gains much of its flavor from Atlanta-based craft chocolate maker Xocolatl.
The s’mores flavor combination is a classic for a reason. And, the application of s’mores flavors in frozen custard is particularly nice in Atlanta, when crisp fall mornings sometimes give way to 80-plus-degree afternoons. Shake Shack’s frozen custard is enhanced greatly by pieces of rich, dark Xocolatl chocolate, and the crisp graham crackers and marshmallow sauce conjure images of a crackling campfire.
Of course, a fire isn’t quite necessary in Atlanta yet. But, enjoying a frozen custard on Shake Shack’s sunny rooftop patio is a great way to enjoy a fall afternoon here.
Shake Shack. 3035 Peachtree Road, Atlanta, 470-809-9201 and 4400 Ashford Dunwoody Road, Dunwoody, 678-203-3385, shakeshack.com.
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