Shake Shack Moving Next Door To Burger City Sparks Debate, But Owner Says Its Only Competition Is Itself

EAST MEADOW, NY — Large chains versus local small businesses is a tale as old as time, but what happens when that competition moves right next door? That's exactly what is happening to one East Meadow family-run business.

After nearly 12 years, a family-owned burger spot will soon have a new neighbor — but its owners say the only competition they have is with themselves.

East Meadow's Burger City has been a longstanding town staple, and now, a Shake Shack will sit a few feet away in the same shopping center.

The discourse surrounding the new restaurant has taken on a life of its own, with some community members in an uproar over the chain's arrival and others eager to welcome Shake Shack to town.

Although there is no grand opening date yet for Shake Shack, which will sit on Hempstead Turnpike, the lights are on inside the fast-casual restaurant – and the establishment will feature a drive-thru. Shake Shack Inc. did not immediately respond to Patch's request for comment.

Some Burger City customers have expressed their disapproval that a corporation would open a location – sharing the same parking lot, even – with a local business serving a similar menu of burgers and milkshakes.

Greg Raffa, a Long Island resident for 59 years and currently residing in East Meadow, said he's been eating at Burger City since they opened over a decade ago.

"I love it," he said. "And I'm not a big fast food person. When I moved to East Meadow, everybody raved about Burger City – and for good reason."

Raffa said he understands the trials and tribulations an entrepreneur goes through, and he hopes the best for Burger City.

"Having been in a family business, I can only imagine how they felt when somebody said Shake Shack is going there," Raffa said.

Although he's eaten at Shake Shack in the past, he said he's not interested in the chain anymore and will continue to support family-run and owned businesses with quality food.

"I can tell you I will never go to another Shake Shack in my life," he said.

Raffa's daughter, Michelle Raffa-Broming, said Burger City is an easy choice for her family, who devour the burgers, fries, and chicken sandwiches.

She said it's especially a great option for the "reasonably-priced" meals and that it becomes a classic stop on a summer day after the beach.

Jerard Roggio, co-owner of Burger City with his father James, opened the restaurant on September 1, 2015. The Wantagh resident and business owner said his family is not concerned with Shake Shack.

"This is America," he said. "There's competition everywhere you turn, whether it's down the street or in the same shopping center."

The 37-year-old said Burger City is focusing on its own growth and continuing to provide the best experience possible for its customers.

"We compete against ourselves every day," he said. "We look at our growth month after month, last year, even last week. We don't ask ourselves how to beat our competitors. It changes nothing for us. We're going to focus on what we do to get better every day."

Even though Roggio will be locking in on their own business, he is thankful for all of their customers continuing to support his family-run shop.

"It's incredibly rewarding that my family and I have put something into the community and have been rewarded with such love and loyal customers," he said. "It makes me emotional. This is how we support our family. This is our legacy. What started as a profession has blossomed into this passion."

Reflecting on Burger City's dedicated family of customers, he said he has watched them grow up. From watching customers come in as teenagers to now having kids of their own to newlyweds returning from their honeymoon and making the burger joint their first stop because they were craving it, Roggio has seen his business become so much more.

"College kids, when they return home from college for the first time, and we still know their order by heart," he said. "I'm not the type to be at a loss for words, but I become speechless when I recognize that we mean a lot to a lot of people."

His daughter is now three years old, but he distinctly remembers the first time he and his wife went out to eat as a family of three. It was at a local pizzeria near their home.

"It was a quick slice of pizza in the booth, but it was something that I'll never forget," he said. "The fact that we are that to so many people is truly astonishing."

Roggio said Burger City prides itself on using fresh products: "never once served a frozen burger patty."

Owning a business wasn't new territory for the Roggio family, as his father and uncle each ventured into entrepreneurial businesses before Burger City.

"Business is baked into the DNA of our family," he said.

But what was different is that the family wanted to turn fast food into a less taboo topic in today's culture of health and wellness.

"There is nothing wrong with enjoying yourself every once in a while," he said. "We wanted a fast-food alternative that wasn't Wendy's or McDonald's, but instead a high-end, gourmet burger with the chains' prices."

Working with his father has been an incredible experience, he said.

"It's been one of the greatest blessings of my life to call my dad a partner," he said.

Whether residents continue to support Burger City, try Shake Shack, or enjoy both establishments, Roggio said he has felt the community's support over the past decade, and the business is continuing to look towards the future.

"I physically feel the outpouring of love from the community," he said. "It's been a humbling and rewarding experience."

One resident said he prefers other spots over Burger City, and he believes having another burger establishment in East Meadow will be positive for the town.

"It's a business," he said. "People are allowed to have businesses. Where is there another Shake Shack on Hempstead Turnpike? I haven't seen another one."

Even so, he said he will still support Burger City as it's convenient on his way home from work.

Vito Romano, an East Meadow resident since 1999, said he believes both places have their strengths.

"Burger City has the local history, loyal customer base, and neighbourhood feel, while Shake Shack brings a strong brand and a product a lot of people already know," Romano said.

He added that he is more concerned about how the shopping centre approved two burger spots practically next door to each other.

"Burger City has been a fixture in East Meadow for years, and when a national chain moves in that close, you can't help but wonder whether the smaller local business is being put at a disadvantage," he said.

Romano said he will try Shake Shack, but continue to support Burger City as well.

"I'd hate to see a longtime local business suffer because of a decision that created direct competition right on its doorstep," he said. "Ultimately, though, I think the community will decide, and hopefully there's room for both to succeed."

Town of Hempstead Communications Director Brian Devine told Patch the decision to allow Shake Shack a residence in the shopping centre lies with the landlord.

"The Town Board's only role in this process is to make sure that any incoming tenant conforms to the strictures of Town Code," Devine said. "Any further questions regarding choice of tenant would best be answered by the landlord, as that would solely be under their discretion."

He clarified that the business had to be heard by a different board. The Town of Hempstead Board of Zoning Appeals handles special use permits for businesses, such as those with special features like the proposed Shake Shack's drive-thru feature.

"The Town of Hempstead Board of Zoning Appeals, which is separate and independent from the Hempstead Town Board, granted a special use permit to the incoming tenant at 1900 Hempstead Turnpike in East Meadow in early 2025," Devine said.

Former East Meadow resident and community advocate, Hazel Leon, said she was disappointed by the decision to allow Shake Shack so close to a community small business.

"There's already a fast-food drive-in burger less than a mile away on Hempstead Turnpike in both directions," Leon said. "This was a clear disregard or attempt at grabbing the existing customer base of Burger City. The people that approved the build should be ashamed. Burger City and staple small businesses are here to stay."

She added that residents should continue to support Burger City for years to come.

"Not only has Burger City won Best of LI burger four years in a row since 2023, but it has also inspired the community and its supporters to make sure that Shake Shack has made the wrong choice," she said.

Roggio said whether customers continue to support Burger City, try Shake Shack, or enjoy both, he will always be proud of his brand and what his family has built over the years