Smashburger appoints Starbucks veteran as CEO

Dive Brief:

Smashburger, a 235-unit fast casual chain, appointed Denise Nelsen as CEO in January, the company said Wednesday in a press release.
Nelsen has over 30 years of experience in the QSR industry and most recently served as senior vice president of U.S. operations at Starbucks, where she led the chain’s U.S. business for nearly five years.
As CEO, she will “cultivate and lead teams, integrate streamlined business processes and aim to deliver an impactful influence on all of Smashburger's employees, locations and the communities they serve,” the company said.

Dive Insight:

Nelsen spent over two decades at Starbucks in various operations and support roles, which Smashburger said set her up with a “solid foundation” to become CEO of the fast casual burger chain, which is owned by Jollibee.

“With her extensive experience and proven leadership in the food and beverage industry, she is set to propel the brand into a new era of growth," said Jollibee Group President and CEO Ernesto Tanmantiong.

Image of Denise Nelsen, Smashburger CEO — Denise Nelsen, Smashburger CEO

Courtesy of Smashburger

Smashburger expanded in Utah last year with an agreement for five new locations in Salt Lake City. Last March, it showcased a virtual drive-thru design in Houston, where customers can place their orders online or through the Smashburger app and drive through a designated parking lane and receive their order from a Smashburger team member. The chain has stores in 34 states and seven countries, but is looking to expand within Southern California, Georgia, North and South Carolina and Florida, according to the announcement of its Salt Lake City deal.

“As we embark on various new brand ventures in 2024, I'm eager to support our continuous efforts to stay at the forefront of taste innovation in the industry, while collaborating with our international expansion teams to bring the joys of Smashburger to more guests worldwide,” Nelsen said.

The chain has leaned on menu innovation recently, an emphasis that will continue under Nelsen’s leadership. Over the past 18 months, it introduced items including the Scorchin’ Hot Mac & Cheese Burger, Slow Smoked Pork Burnt Ends Burger, Jack & Annie’s plant-based burgers and a Mango Habanero Crispy Chicken Sandwich.