How Smashburger is making fast-casual more experiential

“The consumer pays more, and I think they expect more – we’re not a McDonald’s,” Smashburger senior vice president of global operations, Toni Bianco, said. “We’re not a QSR burger. So, I think the guest wants better service, and they want to be really taken care of when they come into Smashburger.”

Over the past few years, Smashburger has elevated its brand with new digital-first prototypes that focus just as much on technology as they do aesthetics. The new prototypes, which began rolling out in 2021, feature open concept kitchens so that customers can see their burger being smashed and milkshake being made in a sort-of “culinary theater” experience. SEE FULL ARTICLE