In a candid conversation on Fast Casual Nation, hosts Paul Barron and Cherryh Cansler sat down with Billal Jaber, founder of SMASHED, a chef-driven fast casual burger concept that’s taking a thoughtful approach to entering one of the industry’s most crowded segments. Jaber, who presented at the Fast Casual Executive Summit’s Perfect Pitch competition, opened up about the challenges and strategic decisions involved in launching a restaurant brand from the ground up—from trademark troubles to real estate hurdles and everything in between.
One of the most interesting revelations was Jaber’s trademark challenge with the SMASHED name. Despite conducting initial searches that seemed promising, he discovered the trademark process is far more complex than anticipated, with outcomes depending heavily on which examining attorney reviews the application. Rather than viewing the forced rebrand as a setback, Jaber expressed gratitude that the issue surfaced while the company is still small with just one location. His advice for other founders? Skip the automated legal platforms and work directly with an experienced trademark attorney who understands the nuances of the system.
SMASHED differentiates itself through radical simplicity and quality execution. With burgers priced between $7.99 and $9.49, Jaber focuses on making every component shine—from salting tomatoes to perfecting the smash technique that creates maximum surface area for flavor development. Unlike competitors who layer on complex toppings and specialty ingredients, SMASHED keeps beef as the star, aiming for what Jaber calls “cravability”—a burger you don’t feel terrible after eating and actually crave again. The concept maintains a four-minute turn time from order to delivery and operates with minimal specialized equipment: quality spatulas, a good griddle, and what Jaber jokingly describes as “a good arm” to properly smash those patties thin.
Jaber’s growth strategy breaks from conventional fast casual playbook wisdom. After conversations at the Fast Casual Executive Summit, he pivoted from an aggressive franchise plan to a more measured corporate expansion approach. His target markets are intentionally tier-two cities—populations too small for Shake Shack’s attention but hungry for quality burger options. This echoes the successful strategy employed by brands like Sonic Drive-In, which built thousands of units by dominating smaller hometown markets. Jaber plans to open his second and third locations simultaneously within the next few years, funding growth organically or through short-term bank loans rather than outside investment.
The operational realities of starting in a micro-market of fewer than 8,000 people have taught Jaber valuable lessons. Operating out of his father’s strip mall as a low-risk prototype, he’s running with 55% labor costs (including his own salary from another business) rather than compromising brand consistency. His philosophy emphasizes cross-training every team member on every station, from dishwashing to grilling to point-of-sale. While he acknowledges the location isn’t ideal, Jaber views it as a beta test that allows him to build systems for a smaller market—systems that should scale even more effectively in higher-density areas. His mantra of intentionality over the “fail forward” approach common among startups reflects a measured, thoughtful path to expansion.
Looking ahead, Jaber predicts the fast casual segment will grow but tighten by 2030, with simpler concepts featuring limited menus and reduced customization options winning customer loyalty. When asked which boardroom he’d want to join, he chose Todd Graves of Raising Cane’s—praising the hometown success story of building something from nothing through intentional growth and perfecting a limited system. For restaurant professionals watching SMASHED’s journey, Jaber’s story offers a masterclass in strategic patience, the importance of protecting brand integrity even at the expense of short-term profitability, and the power of finding underserved markets where a quality concept can thrive without battling established giants.
