11 Top Restaurant Leaders on the Trends That Will Define 2026
Jim Sullivan, CEO, Smashburger
We’re seeing a few guest behaviors that are driving our strategic focus at Smashburger. Guests are increasingly seeking authentic value—not just low prices, but premium quality at accessible price points, which is why our $4.99 All-The-Time Menu featuring Certified Angus Beef has resonated so strongly. We’re also seeing a clear demand for bold, crave-worthy flavors that cut through the noise of a crowded marketplace. Guests want taste experiences that are memorable and distinctive, and that’s why we’re doubling down on what Smashburger was built on: taste, variety and value. Lastly, we’re looking to accelerate our expansion into non-traditional locations as we’re seeing the importance of convenience and accessibility, particularly in high-traffic, non-traditional locations like airports and college campuses where busy consumers need quality options.
Our biggest operational investment priority is real estate expansion, specifically accelerating our non-traditional location strategy. We’ve been targeting 12-15 new non-traditional locations over the next 12-18 months in high-traffic venues like airports, college campuses, military bases, and arenas. These locations offer great brand awareness opportunities and capture consumers where they need convenient, quality options. Our success in new locations like Naval Air Station North Island and Detroit Metro Airport validates this approach—these aren’t just revenue generators, they’re brand builders. We’re also investing in the in-restaurant experience. We recognize the four walls as a critical differentiator in this crowded category, so we’re returning to the warm, engaging environments that tell our food story. It’s all about quality cues that guests taste, variety, and value. While the competitive landscape has certainly intensified, we’re uniquely positioned because we literally pioneered the smash burger technique back in 2007—that’s our birthright, and we’re reclaiming it. We’ve awakened Smashburger with our biggest brand campaign in company history and a refreshed visual identity that signals we’re back. We’re not just competing on price or convenience—we’re winning on the fundamentals that built this brand: superior taste through our signature smashing technique, menu innovation that responds to guest feedback, and an uncompromising commitment to quality ingredients.