clock menu more-arrow no yes mobile

Filed under:

This Restaurant's Branding Sure Does Look a Lot Like Shake Shack's

New, 2 comments
Photos: Ice House Facebook
Hillary Dixler Canavan is Eater's restaurant editor and the author of the publication's debut book, Eater: 100 Essential Restaurant Recipes From the Authority on Where to Eat and Why It Matters (Abrams, September 2023). Her work focuses on dining trends and the people changing the industry — and scouting the next hot restaurant you need to try on Eater's annual Best New Restaurant list.

Well, this all looks familiar. Above is the logo for Ice House in Oklahoma City (left) and for Danny Meyer's 10 year-old Shake Shack chain (right). See a resemblance?

Ice House is a burger stand in Oklahoma City's Myriad Botanical Gardens and is only open seasonally. It made its original debut in October, and re-opened for this year's season in March. The star of the menu are burgers from Nic's Grill, a popular burger destination in OKC featured on Food Network's Diners, Drive-Ins, and Dives.

According to the Oklahoman, the restaurant is the result of "partnership between owner Justin 'Nic' Nicholas, the Holloway Restaurant Group and the Myriad Gardens Foundation." General Manager Rachel Ferren tells Eater: "We looked at many chains and different concepts before opening Ice House. Shake Shack was definitely one of our inspirations." Eater also reached out to Ice House's brand designer Chris England but hasn't heard back yet.

Uniforms at Shake Shack left, Ice House right. [Photos: Shake Shack Facebook / Ice House Facebook]

The menu at Ice House is made up of Nic's burgers, salads, and beverages including milk shakes. There's also a section of the menu just for dogs.

Ice House Menu. [Photo: Ice House / Facebook]

Shake Shack also serves burgers, shakes, and dog treats.

Shake Shack Madison Square Park, NYC menu. [Photo: Official Site]

Eater reached out to Shake Shack and to the Shack Shake brand identity design team and neither offered a comment.

Ice House wouldn't be the first burger vendor to borrow liberally from the Shake Shack playbook. In 2010 a San Francisco burger spot called Super Duper Burgers opted for strikingly similar signage. And in one particularly forward example from 2011, a New York City burger shop posted a menu that was virtually identical to Shake Shack's. And Shake Shack has also been called copy-cats. Back in 2008, Eater commenters pointed out that a revised logo design looked a little too similar to the Steak 'n Shake logo.

· All Shake Shack Coverage on Eater [-E-]
· All Oklahoma Coverage on Eater [-E-]

Ice House

125 Ron Norick Blvd Oklahoma City, Oklahoma 73102