Dive Brief:
- Smashburger is overhauling its menu and branding, the company said Tuesday. The overhaul includes eight new menu items, changes to the recipe for six existing items, and a new logo.
- These menu and branding changes followed a period of regional market testing, CEO Denise Nelsen said in a statement, though she did not disclose which regions were part of the pilot.
- Nelsen has focused Smashburger on culinary innovation and a return to unit growth since she took charge in January.
Dive Insight:
Smashburger is making changes to elevate its on-premise experience, such as serving milkshakes in parfait glasses.
But menu adjustments are mainly an effort to reconnect to the company’s roots and namesake menu item, said Thomas Prather, Smashburger’s CMO.
"Our goal is to truly 'own the smash' by focusing on what we do best: creating craveable, high-quality smash burgers,” Nelsen said.
The chain cut a number of items, namely its cobb salad, a chicken sandwich and wings, the brand wrote in an email to Restaurant Dive. It also made alterations to six of its menu items:
- The BBQ Bacon Smash got new crispy onions.
- The Truffle Mushroom Smash is now topped with a housemade truffle mayo.
- Its chicken tenders are larger.
- Its brussel sprouts are now seasoned with steak butter.
- Its sweet potato fries can now come as waffle fries.
- The Scorchin’ Hot Chicken Sandwich is now made with chicken tenders, rather than a patty.
In addition to new foods, Smashburger’s rebrand includes a new logo, new typeface, and a “distinctive brand voice,” according to the press release. These changes are intended to modernize its image.
Despite menu innovation and some publicized franchising deals, Smahsburger has struggled to grow its store count in recent years. Just last week, the chain announced it hired Jim Sullivan, a former development executive at Qdoba, specifically to focus on development, market selection and franchise sales.
