Smashburger introduces a streamlined summer menu
The fast-casual burger chain’s summer limited-time offers have been pared down to ensure better operations. But it does have a new pickle burger.
“Taste is our core identity and competitive edge, and this summer lineup reflects exactly that commitment,”
Smashburger has released a pared-down selection of limited-time offers for the summer, including a new burger featuring two layers of pickles.
The Pickle Stack Smash features American cheese, a double layer of dill pickles, mustard, and mayo on a butter-toasted bun. It will be featured on the chain’s $4.99 All-The-Time value menu.
The chain is also bringing back its Smoked Brisket Bacon Smash, featuring cheddar, smoked brisket, bacon, and barbecue sauce on a butter-toasted Parker House roll.
The Denver-based chain is also introducing a pair of shakes, including a Chocolate Banana Chip Shake with banana puree, chocolate sauce, and chocolate chips. There is also a Dark Cherry Chip Shake featuring dark cherries and chocolate chips.
The pared-down list of offers is part of a deliberate strategy by the 178-unit chain to improve operations by avoiding a glut of new menu items. “Taste is our core identity and competitive edge, and this summer lineup reflects exactly that commitment,” Jim Sullivan, CEO of Smashburger, said in a statement.
“We’ve made a deliberate decision to do fewer things, executed at the highest level,” he said. “Simplifying our seasonal menu is a critical lever for operational excellence, which means faster, more consistent execution in our restaurants and a better guest experience in every visit. Our guests want bold flavor and real value, and a tighter, better-executed lineup is how we deliver both.”
Smashburger has struggled in recent years. System sales have declined 21% over the past three years. Much of that is due to closed restaurants: The company has shuttered nearly one out of every five of its locations globally. It has gone through a number of executives and company logos in the process.
Sullivan was named CEO last year and the company, which is owned by the Jollibee Corp., has worked to solidify its branding and operations. It added a new value menu to lure price-conscious customers and says there are 12 new restaurants planned this year. But the chain also leans heavily on the menu development of its cofounder, Tom Ryan.
And even as they keep their new menu offerings more curated than they had in the past, company executives still believe that development is crucial to the brand’s DNA. “Smashburger is a brand built on craveability and craftsmanship,” Kate Savelli, the chain’s chief marketing officer, said in a statement.
“Our guests told us loud and clear how much they missed the Smoked Brisket Bacon Smash, so bringing back this fan-favorite was an obvious move. But innovation is crucial, and we’re excited to launch the Pickle Stack Smash, which taps into one of the biggest flavor trends of the year.”
