In 2019, Julie Mulligan, alongside her husband and business partner Chris Barish, introduced New York City to a new kind of dining experience by opening Black Tap, a relaxed, neighborhood-style burger restaurant situated in the heart of the SoHo district. According to Mulligan, the aesthetic vision and overall atmosphere of Black Tap drew significant inspiration from the cultural imagery and creative expressions that defined her formative years. These ranged from the iconic pop art works of Andy Warhol and the raw, expressive energy of Jean-Michel Basquiat, to the musical rhythms and stylistic influences that emerged from 1980s and 1990s hip hop and pop culture. The restaurant’s design, personality, and brand identity were deliberately imbued with these cultural references, allowing guests to step into an environment that felt at once familiar and nostalgic, yet distinctly modern and fresh.
From its earliest days, Black Tap managed to achieve a level of success and visibility that far outpaced the trajectory of a typical burger joint. Much of this rapid ascent can be attributed to the restaurant’s now-famous “CrazyShakes,” visually extravagant milkshakes adorned with elaborate toppings that almost demanded to be photographed and shared online. These creations quickly found a natural home in the social media ecosystem, where platforms like Instagram were ripe for showcasing such vibrant and larger-than-life food experiences. As images of the shakes spread across the internet, Black Tap achieved a kind of viral stardom, transforming what could have been a modest neighborhood concept into a phenomenon with national and eventually international reach.
In addition to expanding its flagship brand, Black Tap has also evolved into a multifaceted company through the introduction of new culinary concepts. Recently, the brand announced the launch of Tender Crush, a crispy chicken concept debuting in Las Vegas’s Rio, with additional locations planned for SoHo and New York’s JFK Airport. Similarly, Singles & Doubles, a fast-casual burger concept designed with efficiency and accessibility in mind, is also slated to open in JFK’s Terminal 8. These expansions underscore the brand’s ambition not only to diversify its offerings but also to strategically position itself within high-traffic, iconic destinations that appeal to locals, worldly travelers, business professionals, and social diners alike.
When reflecting on the motivation behind Black Tap’s creation, Mulligan explains that the idea originated from a simple but powerful premise: a casual burger restaurant could serve as a welcoming, much-needed addition to the SoHo neighborhood. What began as a humble project quickly spiraled into a whirlwind of recognition. Within months of opening, Black Tap garnered accolades for both its burgers and shakes. Then, in 2016, the “CrazyShake” craze exploded online, as countless users shared photos of these outrageous desserts, essentially catapulting the brand into the global spotlight. For the founders, the defining moment came when lines consistently stretched for hours outside the SoHo location, wrapping around the corner and signaling a demand far greater than they could initially accommodate. This realization led them to expand aggressively, determined to deliver their distinctive dining experience to audiences around the world. Today, the results are staggering: Black Tap has welcomed over ten million guests, served five million burgers, and poured more than two million CrazyShakes, numbers that even the founders describe as almost surreal.
Central to Black Tap’s trajectory has been its innovative approach to marketing, particularly in navigating the ever-shifting landscape of social media. Mulligan emphasizes two guiding principles that have shaped their digital presence. First, a brand must develop and continually refine an authentic voice and visual identity that distinguishes it amid the overwhelming saturation of content available online. Second, active engagement with the community—whether through responding to feedback, sparking conversations, or cultivating a sense of inclusion—is indispensable for long-term resonance and loyalty. These strategies not only sustained the initial viral momentum but also allowed the brand to evolve while preserving its relevance in a crowded fast-casual food industry.
The notoriety of Black Tap’s creations has extended far beyond everyday diners, drawing the admiration of numerous celebrities and influential figures. Over the years, the restaurant has hosted personalities such as Millie Bobby Brown, Katie Holmes and her daughter, Brooke Shields, Ja Rule, Kristin Chenoweth, Vanessa Hudgens, golf legend Greg Norman, and television host Michael Strahan, among others. Their patronage not only reflects the brand’s cultural cachet but also reinforces its reputation as a destination that transcends traditional dining, offering an experience that resonates across entertainment, sports, and fashion communities.
When considering the driving force behind Black Tap’s global expansion, Mulligan explains that while the company initially pursued growth out of practical necessity—largely in response to overwhelming demand at the original SoHo location—its strategy has evolved into a more deliberate pursuit of iconic venues around the globe. The brand now seeks to cultivate a presence that is not only easily accessible but also desirable to a diverse array of customers. Whether attracting locals in their own cities, appealing to international travelers seeking memorable dining experiences, or hosting business professionals in high-traffic transit hubs, each new opening aims to strike a balance between exclusivity and inclusivity.
For aspiring entrepreneurs, Mulligan offers candid advice regarding fundraising and securing investment. She suggests that when crafting a business plan or investor pitch, founders should make a deliberate effort to step outside their own enthusiasm and set of assumptions. Instead, they should imagine presenting their concept to an individual with no prior knowledge, context, or inherent interest in the business. If the idea can be communicated in a way that resonates with this skeptical audience—demonstrating not only profitability but also clarity and vision—the chances of successfully securing support are significantly increased.
When asked to reflect on the deeper meaning of entrepreneurship, Mulligan acknowledges that it encompasses far more than simply running a business. To her, being an entrepreneur means taking on a multitude of roles, often shifting between leadership, creativity, problem-solving, and operational management in the course of a single day. She describes this dynamic as both a challenge and a profound blessing: the work is never monotonous, there is always something new to learn, and the environment continually demands adaptability. At the same time, she underscores the relentless nature of entrepreneurship, noting that the role often extends well beyond traditional work hours, with business occupying the mind even while on so-called vacations.
Finally, Mulligan dispels a common misconception that many aspiring business owners carry—the belief that they must have every detail of their plan perfectly refined before they can begin. She stresses that such perfection will never materialize, and waiting for it is a recipe for inaction. Instead, she encourages would-be founders to seize the present moment and move forward decisively, emphasizing that tangible progress will always surpass elaborate but unexecuted plans. In her words, the essence of entrepreneurship can be distilled into the idea that action carries far more weight than words, and that success remains attainable so long as one remains committed to playing the game, no matter the obstacles encountered along the way.
Thus, the story of Black Tap serves not just as an account of a restaurant’s viral breakout but as a broader lesson in creative branding, adaptability, and the enduring power of vision combined with execution.
Sourse: https://www.entrepreneur.com/starting-a-business/black-tap-adds-new-concepts-tender-crush-and-singles/496364
