THE HARLEM

SHAKE STORY

Interior of a vintage-style diner with green booths and diner stools, decorated with black-and-white framed photographs of various people on the wall, including a large artistic mural of a smiling woman made of vinyl records, and a window with the words 'Gourmet' and 'Burgers' etched on the glass, showing trees and parked cars outside.

Harlem Shake® opened its flagship location on West 124th Street and Lenox Avenue in May 2013, becoming one of Harlem’s early fast-casual restaurants centered around smashed burgers. Inspired by the legacy of neighborhood eateries such as Pan Pan and M&G Diner, Harlem Shake® blends nostalgic flavors, an old school-inspired setting and modern hospitality with the unmistakable energy and spirit of Harlem.

The restaurant, founded by Jelena Pasic, is majority women owned, and operated by a diverse NYC based team, reflecting Harlem Shake’s® commitment to inclusive hiring, leadership and entrepreneurship.

The Harlem Shake® name pays homage to the original Harlem Shake dance created by Al B. at Rucker Park—not the viral internet phenomenon that emerged in 2013. From the beginning, the brand has sought to honor Harlem’s rich cultural legacy while creating a contemporary neighborhood gathering place built around great burgers, hand-spun shakes, warm hospitality and community.

People gathered outside Harlem Shake restaurant on a city street, some talking and children wearing masks, with a camera setup for filming or photography.

Community has remained central to Harlem Shake’s® growth. The restaurant donates annually to nearly 25 local and national organizations, with philanthropic efforts focused heavily on food insecurity, including City Harvest, Citymeals on Wheels and Food Bank For New York City. The brand also supports organizations that enrich the cultural and civic life of the community, including Classical Theatre of Harlem, Apollo Theater, United Negro College Fund, Figure Skating in Harlem and the MAMA Foundation.

Harlem Shake® has grown from its original Harlem location to a second thriving restaurant in Park Slope, Brooklyn, which opened in 2021, while maintaining the neighborhood-centered spirit that defined the brand from the start. Building on that momentum, Harlem Shake® is expanding through franchising. 2026 was a big year for Harlem Shake®, with new locations under development in Williamsburg (NYC), Upper West Side (NYC), and Walnut St (Philadelphia). We have also gone international with a 75-unit Master Franchise Agreement bringing our celebrated menu to India.

Harlem Shake®’s impact extends beyond its restaurants. The brand has earned media attention from local, national, and global outlets and generated millions of social media impressions. Its annual Mr./Miss Harlem Shake competition further strengthens its connection to the community by celebrating outstanding local residents and supporting the charitable causes they champion.

A group of young women at a restaurant counter, ordering food. One woman is reading the menu, while the server is smiling and wearing a green apron. In the background, other customers are sitting, and there are framed pictures on the walls.

More than a restaurant, Harlem Shake® is a celebration of food, culture, community and connection—rooted in Harlem and built to grow.

Burgers, Shakes and Good Times, the Harlem way.

RECOGNIZED NEAR AND FAR

Over the years, Harlem Shake® has proudly been recognized by the following publications:

THE WALL OF FAME

Signed, framed, and part of the story. The Wall of Fame at Harlem Shake® showcases our 200+ celebrity visits...and counting!

Click through to check out a few of the movers, shakers, influencers, and celebs who share your great taste!

THE TEAM BEHIND THE BURGERS

Jelena Pasic, Founder
Emil Radoncic, Co-founder
A smiling woman with curly black hair and earrings, wearing a gold necklace with a pendant, in front of a background displaying text about social media and digital marketing services.
Pedro Ramirez Navarrete, Purchasing and Back-of-House Training
Camisha Louis, Partner and Front-of-House Training and Operations
Dennis Decker, Partner and Branding Concept

OUR MISSION

Collage of four women, each holding a hamburger burger and wearing sashes or accessories with text indicating participation in Miss Harlem Shake pageants from 2018 to 2021.
Text that reads "Mr. or Miss Harlem Shake" in different font styles and sizes, with black background.
Collage of five women, each holding a burger, with names and titles from the Miss Harlem Shake pageant.

A look back at the crowns, the crowds, and the moments that made Mr./Miss Harlem Shake™ a neighborhood tradition.

Three individuals sitting on a parade float surrounded by people and balloons, with trees and buildings in the background. They are wearing sashes, and one woman is wearing a crown.

Once a year, Harlem Shake® searches the neighborhood for the next Mr. or Miss Harlem Shake™, a standout personality ready to celebrate the style, spirit, culture, and unmistakable pride of Harlem Shake®.

The winner receives the Fame, Fortune & Feast:

  • FAME — Earn a place on the Harlem Shake® Wall of Fame and the honor of representing Harlem Shake® in the iconic African American Day Parade.

  • FORTUNE — Receive a cash prize for yourself, plus a donation to a Harlem charity of your choice.

  • FEAST — Enjoy an entire year of FREE burgers at Harlem Shake®.

Think you’ve got what it takes? The requirements are simple: Be a Harlem resident. Be between 18 and 98. Most importantly, be yourself.

Our latest Miss Harlem Shake™: Naytune has been chosen, but your chance could be next. Check back next year for your opportunity to enter, show your Harlem pride, and become one of the faces of Harlem Shake®!

A woman with long braided hair, wearing earrings and a sash, smiling and holding a large cheeseburger with pickles, onions, and multiple beef patties.
Text graphic with the words "Meet Nastassie" in outlined letters, and below it in bold, "Miss Harlem Shake 2026".

CHARITY: Street Corner Resources

ABOUT ME: 32, creative storyteller, dancer, educator, and a Harlem grown spirit.

WHY I LOVE HARLEM: Harlem helped raise me from the age of 11 to this day. The soul, art, history and culture helped shape the world.

FAVE MEAL: Hot Honey Chick, Vanilla Malt Shake and Sweet Yam Waffle Fries.

IF I WAS A MENU ITEM, I’D BE: Impossible Hot Mess! I have many layers but it all works out well.

A parade float decorated with white balloons and a banner that reads "Harlem Shake". Two people are sitting on top of the float, one man and one woman, waving and smiling. The float is on a city street with trees and buildings in the background.
A group of people at an outdoor event near a booth with drinks. People are standing and looking at a menu or flyer, with a large floral banner in the background and a sunny sky above.
Group of five people dressed in costumes at a social gathering, posing for photo in a decorated indoor space, with people sitting at tables in the background.
A man and a young girl standing inside a restaurant near the counter. The girl is holding a drawing of an animal character labeled 'Harlem Shake' with a name and age written on it. The man has a beard, wears a gray cap, and a green jacket. The background shows menu boards, bottles, and a cash register.
A young boy and a woman sitting in a booth at a restaurant. The boy is holding a colorful drawing of a unicorn with a rainbow background. The woman is smiling, and there are framed black-and-white portraits on the wall behind them. The table has a plastic cup on it.
A parade float with participants, including women wearing sashes that say 'Miss Harlem Shake,' and children dressed in colorful costumes, surrounded by green, white, and black balloons, with a city street and apartment buildings in the background.

At Harlem Shake®, there’s always been more to celebrate than what’s on the menu. Inspired by the culture, creativity, and community spirit of our Harlem roots, our annual events have grown into traditions that bring people together wherever Harlem Shake® calls home.

Throughout the year, there’s always something happening. Celebrate Black History Month with us, get creative during our annual Easter Egg Coloring Contest, dress to impress at our Halloween Costume Party, or enjoy a little holiday magic at Harlem Shake®, featuring special book readings by Mr. or Miss Harlem Shake™. And, of course, there’s our signature Mr. & Miss Harlem Shake™ competition, along with local celebrations, citywide happenings, and plenty more throughout the year.

Ready to see what’s shakin’ at your Harlem Shake®?

GOOD TIMES, THE HARLEM WAY!

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FIND HARLEM SHAKE® AROUND THE CITY

Harlem Shake® loves to introduce new audiences, big or small, to their fun and tasty cuisine. The award-winning restaurant has participated in major food festival and events including: City Harvest "Summer in the City" Edible Magazine "Good Beer", Village Voice "Choice Eats", Harlem Eat Up, New York City Food & Wine Festival and more to come!