To celebrate its 17th anniversary, fast-casual brand updates graphics and food offerings
Smashburger, to celebrate its 17th anniversary, has refreshed its branding and updated its menu, the company said this week.
"After extensive regional market testing and receiving invaluable feedback from our guests, we've not only enhanced our current menu offerings but also introduced exciting new items," Denise Nelsen, CEO of Denver-based Smashburger, said in a statement.
"Our goal is to truly 'own the smash' by focusing on what we do best: creating craveable, high-quality smash burgers that you won't find anywhere else,” Nelsen said. “We're committed to delivering an exceptional dining experience that reflects our dedication to quality and innovation.”
Company executives had foreshadowed the updates earlier this year.
Smashburger's revamped menu features eight new items and four enhanced classics. New additions include:
All-American Smash, with Certified Angus Beef topped with American cheese, red onions, pickles, mustard and ketchup on a butter-toasted bun.
Bacon Stack Smash, topped with applewood smoked bacon, American cheese, lettuce, tomatoes and mayonnaise on a butter-toasted bun.
Chicken Smash Burger, with ground chicken marinated in-house with a signature garlic olive oil seasoning, topped with lettuce, tomatoes and mayonnaise on a butter-toasted bun.
Scorchin' Hot Crispy Chicken Sandwich with Nashville Hot crispy chicken tenders, pickles, and mayonnaised, on a butter-toasted bun.
Spicy Jalapeño Smash, with Certified Angus Beef topped with grilled jalapeños, pepper jack cheese, aged cheddar cheese, lettuce and chipotle ranch, on a butter-toasted spicy chipotle bun.
Scorchin' Hot Fries, tossed in Nashville Hot seasoning, served with ranch for dipping.
Scorchin' Hot Tots, tossed in Nashville Hot seasoning, served with ranch for dipping.
Peanut Butter Cookie Shake, with Häagen Dazs ice cream and Nutter Butter cookie pieces.
Salted Caramel Shake, with Häagen Dazs® ice cream.
With the menu rollout, Smashburger is unveiling a refreshed brand identity. This update features redesigned logos, new colors, and typefaces. The brand is also taking steps to enhance the in-store atmosphere, like providing milkshake customers with an elegant parfait glass and stylish milkshake mixer to further elevate the dining experience.
Thomas Prather, Smashburger’s chief marketing officer, said: "Our new brand aesthetic is rooted in reconnecting with our roots and creating an identity where our guests truly feel at home.”
Prather added: “Partnering with the experts at X&O allowed us to reinvigorate the brand and restore its distinctive swagger. their expertise helped us infuse Smashburger with fresh energy and bold character.”
Smashburger, founded in 2007, has 235 restaurants in 32 states and seven countries.
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