NEW YORK (CBSNewYork) — The Theater District welcomed a new burger joint Thursday by rewarding its first 150 customers with free meals for a year.

Steak ‘n Shake, a classic burger chain with locations in 23 states across the country, sits right next to the Ed Sullivan Theater.

1010 WINS’ Juliet Papa reports

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“There are a lot of consumers who grew up with Steak ’n Shake but now reside in New York City,” said Sardar Biglari, the restaurant’s chairman and CEO. “We are reconnecting with them.”

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The store, which is debuting its new organic “Signature Steakburger,” opened at 10 a.m. and provided the first 150 customers with a 52-week booklet of vouchers for burgers, fries and a shake.

Related: Brooklyn Burger Bistro Brings Back ‘The Donut Burger’

steak n shake1 Steak N Shake Burger Chain Comes To Midtown, First Customers Get Free Food For 1 Year

Customers at the opening of Steak 'N Shake (credit: Juliet Papa/1010 WINS)

Steak ‘n Shake is located at 1695 Broadway (between 53rd & 54th Streets).

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