11 Top Restaurant Leaders on the Trends That Will Define 2026
Leadership Perspective: Strategy & Growth Focus
Smashburger is seeing a shift in what guests value most, with demand centered on high-quality food at accessible price points rather than simply the lowest cost. This has reinforced the brand’s focus on delivering strong everyday value through premium ingredients and core menu offerings.
At the same time, there is growing interest in bold, standout flavors that differentiate in a crowded market. The brand is leaning into this by prioritizing taste, variety, and menu innovation rooted in guest preferences, while staying true to its foundation.
Convenience is also playing a larger role in guest decision-making. As a result, Smashburger is expanding into high-traffic, non-traditional locations—such as airports, college campuses, and other on-the-go environments—to meet guests where they are.
Expansion & Operational Priorities
A major area of investment is continued growth in these non-traditional formats, with plans to open additional locations in venues that offer both convenience and strong visibility. Recent openings in places like Detroit Metropolitan Airport and military bases have demonstrated success—not just in driving sales, but also in increasing brand awareness.
In parallel, the brand is reinvesting in the in-restaurant experience, focusing on creating a more engaging environment that highlights product quality and reinforces the overall brand story.
Competitive Positioning
As competition intensifies, Smashburger is returning to what originally set it apart—its signature burger preparation method and focus on quality ingredients. The brand is pairing this with a refreshed identity and expanded marketing efforts aimed at reestablishing relevance and strengthening its position in the category.
Rather than competing solely on price or convenience, the strategy centers on delivering a differentiated experience built on flavor, consistency, and innovation.