In a recent episode of Fast Casual Nation, hosts Paul Barron and Cherryh Cansler sat down with Smashburger founder Tom Ryan and CEO Jim Sullivan to discuss the brand’s ambitious rebrand and growth strategy. The conversation revealed a company laser-focused on reclaiming its position as a premium player in the better burger category through innovation, strategic positioning, and a return to its founding principles.
Ryan, the creative force behind McDonald’s McGriddles and McFlurries, never truly left Smashburger after its acquisition by Jollibee Foods Group. Working behind the scenes on product development, he’s now returned to a more prominent role alongside Sullivan, who rejoined as CEO in early 2024. Together, they’ve launched what Sullivan calls a mission to “reclaim our birthright” in the better burger space. Their new brand positioning centers on a simple but powerful message: “Belief is in the bite.” This philosophy represents a return to Smashburger’s original North Star of great taste, which Ryan says got diluted over the years as the brand evolved.
The menu strategy showcases the duo’s complementary strengths. Within weeks of Sullivan’s arrival, they launched a jalapeño barbecue bacon stack using existing ingredients, followed by the groundbreaking Summer of Smash campaign. The crown jewel of this effort is their $4.99 value platform, which Sullivan describes with a memorable line: “The QSR guys can’t compete with us on quality and the fast casual guys can’t compete with us on price.” This everyday value offering includes premium ingredients with no compromises on patty weight, bun quality, or toppings, a stark contrast to typical value engineering. The platform has expanded from three to five items, creating a barbell strategy that pairs accessible pricing with super-premium offerings like the Colorado burger and burnt end smashburger.
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Perhaps the most surprising success story is the Big Dog platform, an all-Angus beef hot dog served on a buttered, grilled New England-style lobster roll. When Ryan and Sullivan tested the concept in focus groups, initial reactions were skeptical—until participants tasted the product. “This isn’t a hot dog, this is an entrée,” one tester declared. The platform sold through its entire 12-week inventory in just two weeks and has now become a permanent menu fixture. This success exemplifies their strategy of building product platforms rather than chasing one-off blockbusters, recognizing that in today’s crowded market, sustained innovation trumps viral moments.
Looking ahead, Smashburger has mapped out an aggressive five-year growth plan to expand from roughly 200 units to well over 1,000 restaurants. The strategy emphasizes two channels: traditional brick-and-mortar locations and a thriving non-traditional business in airports, military bases, and higher education institutions. Of the 15 openings planned for next year, 13 will be non-traditional venues, with recent launches at Detroit Metropolitan Airport and North Island Naval Station demonstrating the model’s viability. Sullivan is adamant about partnering only with engaged, boots-on-the-ground franchisees who share the brand’s vision and can maintain operational excellence.
Beyond menu innovation and expansion, the leadership team is investing heavily in operational fundamentals. Sullivan announced a comprehensive initiative to certify all restaurants to “gold standard” operations from multi-unit leaders down to line cooks. The brand is also rolling out kiosks across the system, not just for efficiency but to free up team members to focus on hospitality—refilling beverages, pre-busing tables, and creating genuine connections with guests. Combined with their new brand identity featuring bold black, red, white, and yellow colors, Smashburger is positioning itself to recapture the magic that made it a fast casual pioneer. As Ryan noted, burger lovers are timeless rather than trendy, and with great taste as their compass, they’re confident the market will respond.
