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Smashburger bets on casino locations

In opening the new locations Smashburger adapts its menu for casino diners, including adding breakfast options.

February 22, 2016

Smashburger has announced plans to add two additional casino locations across the country, bringing the brand's casino-based location count to four restaurants, according to a company press release. Smashburger currently operates in two casino locations; Caesar's Palace Las Vegas and the Choctaw Casino Resort.

The new units include:

• Harrah's Laughlin: Located at the north end of Harrah's Laughlin, Smashburger is slated to open in Spring of 2016. The restaurant will offer seating for 112 casino guests. Smashburger will be the first fast casual restaurant in the Harrah’s Laughlin casino.
• Rio All-Suite Hotel & Casino Las Vegas: Located in the Masquerade Village inside Rio All-Suite Hotel & Casino, this will be Smashburger's third location at a Caesar's Entertainment resort. The restaurant will offer seating for 68 casino guests. This location will have upgraded restaurant design features, including a new façade cladding system with wood planks to brighten up the restaurant. Smashburger plans to open in Fall of 2016.

"As we continue our rapid expansion into markets across the country, non-traditional locations like casinos are an important addition to the pipeline," said President and CEO Scott Crane. "Providing casino visitors with great made-to-order burgers in a fast and efficient manner is exactly what we're built for. After seeing the success we've had at our other casino locations, we knew these two new locations were a great fit and we're excited about the opportunity they will bring to our brand."

Smashburger has adapted the menu for casino diners, including adding breakfast options to its lunch and dinner menus for guests looking for an early bite before hitting the gaming floor, Crane said. Aside from 100-percent Certified Angus Beef burgers, the menus will offer grilled or crispy chicken sandwiches, entrée salads, and a selection of premium sides. Both casino locations will also offer a variety of beer.

"We are very excited to have Smashburger as a part of our food lineup here at Harrah's Laughlin that will offer our guests and the local market a new experience with an upscale burger option," said Brad Belhouse, SVP and GM. "Casino customers crave a high-quality experience at a fast pace. There's more demand for fast, outstanding service and food, and we feel Smashburger is the perfect partner to fit this demand."

The sheer volume of first-time users Smashburger can generate at casino locations is a huge opportunity for the brand, Crane said.

"We look forward to delivering the Smashburger experience and adding to our legion of Smashburger fans," he said.

Smashburger is actively seeking partnerships with experienced and seasoned franchisees at casino locations across the country and worldwide, Crane said.