Operations
Smashburger revamps menu, branding
September 24, 2024
Smashburger is transforming its menu and visual identity, drawing inspiration from burgers crafted from its proprietary smashing technique, fries and bold flavors.
"Our new brand aesthetic is rooted in reconnecting with our roots and creating an identity where our guests truly feel at home, like they're among friends savoring one of the best foods on the planet: a burger — our smash burger," Smashburger Chief Marketing Officer Thomas Prather said in a company press release. "We wanted to ensure that every visit is an enjoyable escape, leaving our guests eagerly anticipating their next experience with us. Partnering with the experts at X&O allowed us to reinvigorate the brand and restore its distinctive swagger; their expertise helped us infuse Smashburger with fresh energy and bold character, resulting in a revitalized identity that truly reflects our vision and resonates with our guests."
Smashburger's revamped menu features several new items, including:
- All-American Smash, beef topped with American cheese, red onions, pickles, mustard and ketchup, between a butter-toasted bun.
- Bacon Stack Smash, beef topped with layers of stacked applewood smoked bacon, American cheese, lettuce, tomatoes and mayo served on a butter-toasted bun.
- Chicken Smash, ground chicken burger marinated in-house with a signature garlic olive oil seasoning, topped with lettuce, tomatoes and mayo on a butter-toasted bun.
- Scorchin' Hot Crispy Chicken Sandwich, Nashville hot crispy chicken tenders, pickles and mayo, served on a butter-toasted bun.
- Spicy Jalapeño Smash, beef topped with grilled jalapeños, pepper jack cheese, aged cheddar cheese, lettuce and chipotle ranch, all on a butter-toasted spicy chipotle bun.
- Scorchin' Hot Fries, French fries tossed in Nashville Hot seasoning, served with ranch for dipping.
- Scorchin' Hot Tots, Tots tossed in Nashville Hot seasoning, served with ranch for dipping.
- Peanut Butter Cookie Shake, peanut butter cookie milkshake made with Häagen Dazs ice cream and Nutter Butter cookie pieces.
- Salted Caramel Shake, salted caramel milkshake with Häagen Dazs ice cream.
"After extensive regional market testing and receiving invaluable feedback from our guests, we've not only enhanced our current menu offerings but also introduced exciting new items," Smashburger CEO Denise Nelsen said the release. "Our goal is to truly 'own the smash' by focusing on what we do best: creating craveable, high-quality smash burgers that you won't find anywhere else. We're committed to delivering an exceptional dining experience that reflects our dedication to quality and innovation, and invite everyone to come in and experience it for themselves."
Founded in 2007 in Denver, Colorado, Smashburger has 235 corporate and franchise restaurants operating in 32 states and seven countries
