The first Smashburger restaurant opened 17 years ago, introducing its smashing technique to the better burger segment. Since then, the technique—which enhances a burger’s flavor and texture by caramelizing the exterior—has spread across the industry, turning the “smash burger” into more of a generic item than a signature.
Now the Denver-based fast-casual chain wants to reclaim its signature status through a menu revamp and brand refresh.
The smasher tool presses down a burger patty as it cooks, enriching the flavor and texture.
“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,” said Smashburger CEO Denise Nelsen 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. We're committed to delivering an exceptional dining experience that reflects our dedication to quality and innovation and invite everyone to come in and experience it for themselves!”
Back in March, Nelsen told Restaurant Business that Smashburger's menu innovation should focus on the core categories of burgers, innovative sides and shakes. The revamp does just that, introducing eight all-new items and four upgraded classics. While burgers dominate, fries, tots, chicken and shakes also have gotten attention. Here’s the lineup of new items:
All-American Smash—Certified Angus Beef topped with American cheese, red onions, pickles, mustard and ketchup on a butter-toasted bun
Bacon Stack Smash—Certified Angus Beef topped with layers of applewood smoked bacon, American cheese, lettuce, tomatoes and mayo on a butter-toasted bun
Chicken Smash Burger—Ground chicken burger marinated in garlic olive oil seasoning, topped with lettuce, tomatoes and mayo on a butter-toasted bun
Scorchin' Hot Crispy Chicken Sandwich—Nashville hot crispy chicken tenders, pickles and mayo on a butter-toasted bun
Spicy Jalapeño Smash—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—Crispy french fries tossed in Nashville hot seasoning, served with ranch for dipping
Scorchin' Hot Tots—Crispy tots tossed in Nashville hot seasoning, served with ranch for dipping
Peanut Butter Cookie Shake—Hand-spun peanut butter cookie milkshake made with Häagen Dazs ice cream and Nutter Butter cookie pieces
Salted Caramel Shake—Hand-spun salted caramel milkshake with Häagen Dazs ice cream
Five more items were treated to recipe upgrades and boast high-quality ingredients and amplified flavors. These include:
BBQ Bacon Smash, a Certified Angus Beef patty topped with aged cheddar, applewood smoked bacon, barbecue sauce and a new crispy fried onion topping
Truffle Mushroom Smash, a Certified Angus Beef patty with sautéed cremini mushrooms, aged Swiss cheese and a new house-made truffle mayo sauce
Chicken Tenders are larger and juicier, served with choice of dipping sauces
Crispy Brussels Sprouts, an elevated side of lightly fried Brussels sprouts, seasoned with steak butter
Sweet Potato Waffle Fries, crispy sweet potato fries, now with an on-trend waffle cut
Redesigned logos, new colors, fresh typefaces and a distinctive voice make up the brand refresh that debuted in tandem with the menu makeover. The changes seek to restore some of Smashburger’s “swagger” and reignite the energy it had in younger days.
Edgy graphics reflect the brand refresh.
Smashburger is also taking steps to enhance the in-store atmosphere. Consumer research revealed that guests were missing limited-time milkshake specials, so to bring back those signatures and elevate the experience, locations are offering milkshakes in stylish parfait glasses complete with a milkshake mixer.
“Our new brand aesthetic is rooted in reconnecting with our roots and creating an identity where our guests truly feel at home, like they're among friends savoring one of the best foods on the planet: a burger—our smash burger,” said CMO Thomas Prather in a statement.
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