THE WORD ON THE STREET IS “DAAAANG!”

Smashburger CEO Sees Doubling Stores Before Potential IPO (copy)

Smashburger has unveiled its first television advertising campaign in collaboration with Denver-based Definite Productions, marking the production company’s first spot for a national restaurant brand. Click here to watch it.

While the nearly 6-year-old Smashburger has always taken a bold approach to marketing, launching the new TV spot will allow it to extend its message to a broader consumer base and tell its story in a new, engaging way by visually capturing the brand’s personality and its passion for making premium burgers that are smashed fresh, served delicious every day, said Jeremy Morgan, senior vice president of marketing for Smashburger.

Smashburger’s first television campaign includes a 30-second spot, created to showcase what differentiates Smashburger from other burger restaurants — its unique smashing technique that perfectly sears each burger to create a juicy Smashburger full of flavor in every bite, Morgan said. The spot emphasizes the visual appeal and taste of the product through a storytelling approach that dramatizes Smashburger’s signature tagline – “Smashed Fresh. Served Delicious.” The burgers are depicted through a guest’s mouthwatering dream sequence. The Smashburger spot will air in seven markets across the United States this summer.

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Smashburger Readies First TV Campaign

Fast-casual burger concept Smashburger has grown to more than $170 million in sales (according to Technomic) and inclusion among the 20 largest burger chains in little more than five years. Now it’s establishing a national marketing presence with its first TV advertising.

In the 30-second commercial (watch it here) created by Denver-based Definite Productions, a young man answers the “What’s a Smashburger?” question by explaining the chain’s smash-griddle cooking process to his girlfriend. The tagline is the “Smashed fresh. Served delicious” line incorporated into the chain’s logo earlier.

The commercial will air this summer on cable and broadcast stations in Smashburger’s Denver headquarters as well as in Dallas; Sacramento, Calif.; St. Louis; Salt Lake City; Springfield, Ill.; and Tyler, Texas.

“Since opening our first restaurant in 2007, we set out to become the most innovative better burger restaurant concept in the industry by taking the path less traveled, so pushing the envelope to differentiate ourselves from leading restaurant brands has always been in our DNA,” Jeremy Morgan, Smashburger SVP-marketing said in a release announcing the commercial. “Up until this point, we have had success telling our brand story through social media, local marketing, word of mouth and radio programs, so we’re excited to add TV advertising to the mix and give our guests a true visual of what our premium, smashed fresh burgers are all about.”

Smashburger has 208+ company and franchised restaurants in 29 states and four foreign countries.

 

kjorge@icrinc.com

Denver-based Smashburger launches its first television campaign

Denver-based Smashburger said Tuesday it is launching its first television campaign.

The company said it is working with Denver-based Definite Productions on the campaign.

The plan includes a 30-second ad created to showcase what differentiates Smashburger from other burger restaurants.

“The post emphasizes the visual appeal and taste of the product through a storytelling approach that dramatizes Smashburger’s signature tagline — ‘Smash Fresh. Served Delicious,’ ” the company said.

Definite Productions has produced ad campaigns for clients such as Frito-Lay, Procter & Gamble, Kia and Vitamin Water.

The new television spot will debut on select cable and broadcast stations in Denver; Dallas; Salt Lake City; St. Louis; Sacramento, Calif.; Springfield, Ill.; and Tyler, Texas.

Howard Pankratz: 303-954-1939, hpankratz@denverpost.com or twitter.com/howardpankratz

Smashburger CEO Sees Doubling Stores Before Potential IPO

Smashburger, a Denver-based burger chain, will expand to about 500 units in the U.S. in the next two to three years and may consider an initial public offering, Chairman and Chief Executive Officer Dave Prokupek said.

A U.S. IPO is “definitely a possibility down the road,” Prokupek said during an interview in Chicago today. “The idea of good food fast isn’t going to go away anytime soon.”

The closely held chain, which has about 200 domestic locations, competes with fast-casual restaurants including Chipotle Mexican Grill Inc. (CMG), Panera Bread Co. (PNRA) and Five Guys Burgers & Fries. Smashburger has been expanding to new cities in the U.S., as well as overseas in markets such as Panama, Canada and Saudi Arabia.

Consumer Capital Partners, also based in Denver, owns Smashburger, as well as restaurants including Tom’s Urban 24 and Live Basil Pizza. Smashburger sales will increase as much as 47 percent to $250 million this year from about $170 million in 2012, Prokupek said.

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