While New Yorkers are off celebrating the original Shake Shack’s grand reopening, there’s actually another bit of fabulous news: Using a less-conspicuous subsidiary called SSE IP, Shake Shack applied to trademark the words “Chicken Shack” last month. The filing, CNBC explains, points to chicken sandwiches.
For now, Shake Shack is stubbornly in neither-confirm-nor-deny mode, but companies routinely file trademark applications before they announce new items. At the moment, Danny Meyer’s Chicken Dog — with sausage made from chicken, apple, and sage — is the only poultry on the menu. In a statement, the company said: “Shake Shack was born from a fine dining company, and we constantly test new menu items in our test kitchen. We have no new items to announce at this time, except for the new ParkBurger at New York’s Madison Square Park.”