Smashburger announced Wednesday the appointment of former Starbucks executive, Denise Nelsen, as the Denver, Colo.-based burger chain’s new CEO. Nelsen has more than 30 years of experience in the foodservice industry, most recently as senior vice president of U.S. operations at Starbucks. Nelsen’s appointment follows the departure of former Smashburger president, Carl Bachmann, who left the brand to join BurgerFi last year.
Nelsen officially joined Smashburger as incoming CEO in January, and has plans to drive culinary innovation, guest experience and the brand’s industry footprint.
"We are thrilled to welcome Denise Nelsen as Smashburger's newest CEO. 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," Jollibee Group President and CEO Ernesto Tanmantiong said in a statement. "Her appointment signifies the Jollibee Group's commitment to excellence and diversity. With all her capabilities and energy, we are confident that she can drive success for Smashburger, thereby contributing to the growth of the Jollibee Group as a whole."
Before joining Smashburger, Nelsen held multiple leadership positions at Starbucks, rising through the ranks from barista to to senior vice president of human resources of North America for the coffee giant, and she led the company’s U.S. business for nearly five years.
"I'm excited and energized to officially step into the position of Chief Executive Officer at Smashburger,” Nelsen said in a statement. “With an unmatched dedication to guest satisfaction, Smashburger has consistently set the standard across the fast-casual industry and I'm looking forward to working with the executive team to continue the brand's legacy. 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."
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