Danny Meyer launched his first New York project, Union Square Café, in 1985, pioneering a new breed of American eatery. He followed up with Gramercy Tavern (1994), Eleven Madison Park, and Tabla (both in 1998). Blue Smoke and Jazz Standard opened in the spring of 2002. Meyer then launched Shake Shack in 2004, which has grown to 24 locations in the U.S. with four global outposts. Meyer also launched Union Square Events (formerly Hudson Yards), a full-service catering, and sports and entertainment business with Union Square Hospitality Group (2005); the Roman-style trattoria Maialino in the Gramercy Park Hotel (2009); Hospitality Quotient, a learning and consulting business (2010); Untitled, a farm-to-table coffee shop at the Whitney Museum of American Art (2011); and North End Grill (2012). In 2006, Meyer published his New York Times bestseller, Setting the Table. He serves on the boards of Share Our Strength and City Harvest, as well as on the executive committees of NYC & Co, Union Square Partnership, and the Madison Square Park Conservancy.