Smashburger, a leading better burger brand, has officially announced a dynamic brand refresh. According to certain reports, this brand refresh brings forth a revamped menu and a fresh visual identity, with the whole proposition boasting undertones of Smashburger’s most loved component i.e. juicy smash burgers meticulously crafted using the brand’s proprietary smashing technique, crispy fries and bold flavors. More on the same would reveal how the brand’s revamped menu features eight all-new items and four enhanced classics. Talk about each element on a slightly deeper level, we begin from the All-American Smash®, which packs together Certified Angus Beef® topped with American cheese, red onions, pickles, mustard, and ketchup. Complementing these ingredients is a butter-toasted bun.
Next up, we have the all-new Bacon Stack Smash®, where Smashburger’s customers can expect Certified Angus Beef® topped with layers of stacked applewood smoked bacon, American cheese, lettuce, tomatoes and mayo, all of it again served on a butter-toasted bun. Then, there is the Chicken Smash® Burger. This particular burger delivers on your plate a savory ground chicken burger marinated in-house with a signature garlic olive oil seasoning. It is then topped with lettuce, tomatoes, and mayo.
Joining that would be a Scorchin’ Hot Crispy Chicken Sandwich, which gives you Juicy Nashville hot crispy chicken tenders, pickles, and mayo. Smashburger will also introduce a Spicy Jalapeño Smash®, featuring Certified Angus Beef® topped with grilled jalapeños, pepper jack cheese, aged cheddar cheese, lettuce and chipotle ranch. The stated dish is served on a butter-toasted spicy chipotle bun.
Moving on to the brand’s all-new Scorchin’ Hot Fries, they come tossed in Nashville Hot seasoning. Next to it would be a ranch dip. Beyond fries, Smashburger will also offer a Peanut Butter Cookie Shake that is going to be hand-spun and made with Häagen Dazs® ice cream, as well as Nutter Butter™ cookie pieces. Finally, there will be a Salted Caramel Shake, made using the same hand-spinning process, as well as Häagen Dazs® ice cream.
“After extensive regional market testing and receiving invaluable feedback from our guests, we’ve not only enhanced our current menu offerings but also introduced exciting new items,” said Denise Nelsen, CEO of Smashburger. “Our goal is to truly ‘own the smash’ by focusing on what we do best: creating craveable, high-quality smash burgers that you won’t find anywhere else. We’re committed to delivering an exceptional dining experience that reflects our dedication to quality and innovation, and invite everyone to come in and experience it for themselves!”
Apart from the new items, Smashburger has also upgraded several of its old ones to provide even more delicious flavors and high-quality ingredients. For instance, the company announced a renewed version of its BBQ Bacon Smash®. Previously carrying Certified Angus Beef® topped with aged cheddar cheese and applewood smoked bacon, the dish now features a new crispy fried onion topping, Then, there would be Truffle Mushroom Smash®, which alongside its Certified Angus Beef®, sautéed cremini mushrooms, and aged Swiss cheese, now boasts a new house-made truffle mayo sauce. Markedly enough, Smashburger’s chicken tenders are also now larger, juicer, and tastier.
Among other items, Smashburger’s Crispy Brussels Sprouts and Sweet Potato Waffle Fries were the ones that received notable upgrades.
“Our new brand aesthetic is rooted in reconnecting with our roots and creating an identity where our guests truly feel at home, like they’re among friends savoring one of the best foods on the planet: a burger – our smash burger,” said Thomas Prather, Chief Marketing Officer at Smashburger. “We wanted to ensure that every visit is an enjoyable escape, leaving our guests eagerly anticipating their next experience with us. Partnering with the experts at X&O allowed us to reinvigorate the brand and restore its distinctive swagger.
To go with the menu adjustments, Smashburger has also launched redesigned logos, new colors, fresh typefaces, and a distinctive brand voice.
Founded in 2007, Smashburger’s excellence in what it does can be understood once you take into account that it has been recognized as a 2023 Stevie American Business Award winner for its work in product innovation. Apart from that, it was also ranked as one of Fast Casual’s Top 50 Brands.
