#United States #Denver #Jollibee #Smashburger #Jim Sullivan

Smashburger® Promotes Jim Sullivan to CEO

In a recent announcement, Smashburger®, the beloved fast-casual dining chain recognized for its unique smashed burgers, has named Jim Sullivan as its new Chief Executive Officer. This strategic decision highlights the company's commitment to enhancing its growth trajectory through innovative menu offerings, franchise expansion, and a strong focus on the guest experience.

Jim Sullivan, who has held the position of President since February, is now tasked with leading the overall strategic direction of Smashburger®. His promotion is seen as essential to driving the company’s mission in a rapidly evolving market. Under Sullivan's guidance, the restaurant aims to reclaim its leadership position, marking a significant pivot toward growth after several months of strategic restructuring.

Strategic Initiatives

Since the start of this year, Smashburger® has launched its largest brand campaign to date, dubbed the 'Summer of Smash.' This initiative was aimed at reconnecting with customers and enhancing brand loyalty. Beyond marketing efforts, Smashburger has also unveiled a new value menu designed to cater to cost-conscious diners while not sacrificing quality. Noteworthy menu items introduced include the Bacon Brisket Smash®, a flavor-packed option designed to invigorate Smashburger's offerings.

Additionally, the company has resumed unit growth, recently opening a location in Detroit Metro Airport, signaling confidence in the recovery of travel dining trends. These enhancements have so far resulted in improved guest satisfaction and operational performance.

Vision for the Future

According to Richard CW Shin, CEO of Jollibee Group International, Sullivan's leadership will be pivotal in outlining a more focused and effective brand strategy. “Jim brings decisive leadership, a clear vision, and a deep understanding of Smashburger's position in the market,” Shin stated, underscoring Sullivan's knack for fostering a supportive business environment to enhance culinary quality and improve guest experiences.

One of Sullivan’s primary focuses as CEO will be to fortify Smashburger’s core strengths—culinary excellence, flawless execution, and franchise scalability. He aims to accelerate franchise growth nationwide, particularly in high-impact non-traditional venues like airports and universities. These non-traditional units are expected to diversify Smashburger’s reach and attract a broader customer base, catering to quick-service diners on the go.

Furthermore, Sullivan places great emphasis on the in-restaurant experience, acknowledging it as a vital aspect for differentiation in an increasingly crowded market. He aims to invest in making Smashburger locations not just dining spots but experiences in and of themselves.

Experience and Legacy

Sullivan brings over 25 years of experience in restaurant development to the role of CEO. Before joining Smashburger®, he was the Chief Development Officer at QDOBA Mexican Eats, where he successfully led global expansion efforts and new restaurant openings. His impressive track record encompasses roles at brands such as CKE Restaurant Holdings and Friendly's Ice Cream, honing his expertise in brand strategy and franchise management.

Under Sullivan's leadership, Smashburger® seeks to establish a formidable presence in the fast-casual segment. “Smashburger revolutionized how burgers are made. We are reclaiming our leadership with focused intent,” Sullivan remarked. He emphasized the importance of offering crave-worthy flavors that resonate with contemporary consumers while striving for long-term operational success for guests, employees, and franchise partners alike.

About Smashburger®

Founded in 2007 in Denver, Colorado, Smashburger® has rapidly grown into a leading fast-casual better-burger restaurant known for its Certified Angus Beef® burgers prepared on a hot grill to ensure maximum flavor. The menu features a delightful range of options, including hot dogs, chicken sandwiches, hand-spun shakes, and unique sides, appealing to diverse dining preferences. Currently, Smashburger operates 204 locations across the U.S. and internationally, with 121 corporate units and 83 franchise operations underlining its extensive market footprint.

For more details on Smashburger® and their offerings, visit www.smashburger.com. With the robust vision laid out by Jim Sullivan as CEO, Smashburger is poised for a new chapter of innovation and growth in the competitive culinary landscape.