September 07, 2012: Denver Post
DENVER—Smashburger is trying to get more diners to notice that it offers beer by starting to list pairings for its sandwiches.
Denver-based Smashburger teamed with Fort Collins, Colo.-based New Belgium Brewing Co. to choose which New Belgium beers to pair with items on its Colorado menus. As of Friday, the pairings are on menus at its downtown Denver store and its Fort Collins store. The pairings will be rolled out in Denver-area stores in coming weeks.
Smashburger founder Tom Ryan envisions choosing local brewers to work on pairings in other states. Smashburger plans to use Chicago-based Goose Island for pairings in the Windy City.
Ryan sees beer as a tiebreaker for diners choosing among burger chains. He estimates beer generates 3 to 5 percent of revenues at privately held Smashburger.
Read more: Smashburger rolls out beer pairings on menu – The Denver Post http://www.denverpost.com/business/ci_21489775/smashburger-rolls-out-beer-pairings-menu#ixzz25ntKk6Cq