As the Company reaches 200 units, the chain debuts a new interior design- making burgers the hot new trend in modern dining.
Denver, CO – January 15, 2013 – On the eve of celebrating the opening of it’s 200th restaurant, Smashburger unveils an a new restaurant design targeted at the next generation of burger enthusiasts. With interior details that convey a more modern and comfortable atmosphere, Smashburger continues demonstrate why it is the leader in the “better burger segment” of the restaurant industry.
“We are not your typical burger chain,” said David Prokupek, Chairman and CEO of Smashburger. “We started this concept about five years ago with the intention of changing the way people thought about burgers. We wanted to offer food and an atmosphere that was modern, exciting, and much different from the quick-service burger restaurants that consumers now find tiring.
The new design features earthy materials mixed in with contemporary graphic designs. Some of the guiding principles leading the new design- make it simple, natural, comfortable, but modern and relevant for all occasions. “It’s important that we strike the right tone in our design that makes us a place where young families with small kids can come and feel comfortable, yet also a place where couples can on a date before heading to the movies and enjoy a craft beer and a burger pairing,” said Tom Ryan, Founder of Smashburger. “We have our pulse on how people want to dine. They are looking for modern, contemporary dining experience. Our décor was designed with this in mind.”
Some of the enhancements to the interior design include softer lighting, high-tech digital menu boards, exposed wood plank ceiling rafters, stainless steel table trims, localized graphics and art, and a variety of new elements to improve the overall experience for the guests. The Smashburger brand comes alive with storytelling in the graphics, from the etched glass that details the attributes of those burgers — “fresh,” “juicy,” “delicious” and “smashed to order” — to the mosaic of photography which spotlights local landmarks. (In Colorado, those include the Denver Skyline, the Rocky Mountains, Coors Field and an image of a skier- all depicting different components of the Colorado lifestyle.) Highlighting each local market is consistent with the approach Smashburger carries through on its menu with localized recipes created to reflect the local taste profiles. “It was important that the interior of our restaurants reflect the quality and variety of our great tasting burgers. Now there is great energy around both our food and our store’s design,” said Ryan.
The timing of introducing this new store design comes on the eve of Smashburger opening its 200th restaurant. “We’ve reached an important milestone as a brand. As we look to the future to be just as successful as the last five years, it is critical that we continue differentiating ourselves a with a restaurant design that sets us apart in the same way that our food does,” said Prokupek. “The enhanced look and feel of our restaurants now allows us to compete more directly with casual dining options. It opens Smashburger up to a wider audience of consumers, particularly in the dinner segment.”
Smashburger is America’s fastest growing, fast casual “better burger” restaurant with 200 corporate and franchise restaurants operating in 29 states and in four international countries. The company began in 2007 with the vision of Rick Schaden and funding by Consumer Capital Partners—the private equity firm that he and his father Richard own. By offering fresh, premium “smashed to order” burgers, chicken sandwiches, salads, signature side items and hand-spun Haagen-Dazs shakes, Smashburger has modernized the way people think about burgers. Known for localizing its menu in every market with regionally inspired burgers and side items and offering local craft beers, Smashburger has received numerous awards including topping Fast Casual’s 2012 Top Mover & Shakers list, America’s Most Promising Company by Forbes magazine, INC. 500’s List of America’s Fastest Growing Companies INC’s #9 Hire Power Award winner, and is regularly voted “best burger’ in cities all around the world. To learn more, visit www.smashburger.com.
Kristina Jorge, ICR