The ‘OG smash burger’

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Brand Positioning & Momentum

As smash burgers continue to gain traction again, Smashburger is refocusing on what originally set the brand apart—its signature cooking style and authority within the burger category.

Following a period of softer performance, including declines in sales and unit count, the brand is actively repositioning itself to drive renewed growth and relevance.

Strategic Reset

Since stepping into the role, leadership has prioritized getting the brand back to its core. That includes a more simplified, burger-focused menu and an updated visual identity designed to better reflect the brand’s roots.

There’s also a renewed emphasis on reclaiming credibility as a leader in the smash burger space, with a goal of strengthening cultural relevance and standing out in a competitive category.

As one executive put it, the goal is to “get our swag back” (ADWEEK).

Category Opportunity

Despite broader industry challenges, the burger segment remains a major driver of restaurant sales in the U.S., generating over $100B annually. Burgers continue to resonate with consumers, not just as a menu item but as a nostalgic, emotional food choice that holds long-standing cultural appeal.

Smashburger is leaning into that connection—positioning itself as a go-to option for guests craving a high-quality burger experience away from home.

Source Mention

Originally featured in ADWEEK Click to See Full Article.