Shake Shack has a Kremlin. Unlike nearly all other burger chains, whose franchisees have a pretty free hand, every Shake Shack is an expression of a single intelligence. As with the meat, it's been necessary of Shake Shack to outsource its infrastructure, but its overboss, Randy Garutti, runs the chain from its hamburger Kremlin in New York, and when any store deviates from its standard, that store is more or less immediately chastened and corrected by nerve impulses traveling instantenously along its axons. That's why there aren't more stores—but it's also why Danny Meyer's Union Square Hospitality Group now spends so much of its processing power on Shake Shack that a lot of us think that he is moving inexorably toward getting out of the fancy restaurant business entirely. Shake Shack is marketed as a luxury good.