Shake Shack’s Culinary Director Had Rough Start in Custards

Hard concretes.
Hard concretes. Photo: Shake Shack

Here’s Shake Shack’s Mark Rosati, who’s created some 300 unique frozen custard flavors for the hamburger chain during the last eight years. Of that number, around 70 are dispatched to Shake Shacks around the world annually, and approximately 10 of those flavors are all-new. By extension, this means scores of flavors are stuck in failure-to-launch mode. Of those, the culinary director says his raspberry-jalapeño concoction was perhaps most doomed. “That was a while back. I was trying to figure out what my voice was,” he says. [Observer, Related]