Optimized Restaurant Design & Menu Accelerates Brand Expansion
Smashburger, the national better burger restaurant known for its fresh, smashed to order burgers, is pleased to announce partnerships for new airport locations. Answering the demand for better tasting meal options for travelers on the go, Smashburger has partnered with global restaurateur HMSHost, the largest airport food and beverage operator in the country to introduce the brand’s fresh, made to order burgers at the following venues:
- Houston George Bush Intercontinental Airport – Located at the Houston George Bush Intercontinental Airport in the Center Core Food Court in Terminal B. The location is slated to open in December 2015.
- Charlotte Douglas International Airport – Located at Charlotte Douglas International Airport between terminals D and E in the “Connector” Food Court. The location is slated to open in 2016.
- San José International Airport – Located at San José International Airport in Terminal B at Gate 22. The location is slated to open in 2015.
“High-traffic destinations are a tremendous opportunity to put Smashburger in front of large numbers of people, generating awareness and trial at a rate that is more difficult to achieve at a traditional location,” said Scott Crane, CEO of Smashburger. “To continue to grow in this area, we’re committing additional resources for airport development, including teams dedicated to strategic bidding, and thoughtful store and menu design, ensuring that each Smashburger airport location is run efficiently and effectively.”
Smashburger recognizes the need for cutting edge design and technology in order to appeal to airport operators to win site bids. The brand is constantly enhancing the design of non-traditional restaurants, recently reengineering a smaller footprint that optimizes kitchen speed and high through-put. Smashburger has also upgraded the finishes of the restaurants to appear more modern with warm and inviting tones and colors. Senior Director of Design, Jennifer Allstun commented, “Our design takes the core brand values of the business and conveys them in ways that make the experience engaging and welcoming to the consumer. We want the overall menu and design to parallel each other. You expect a certain experience based on the price you pay and the design is a reflection of this.”
Smashburger has recently optimized its menu for non-trad locations, allowing for quicker speed of service and convenience for customers, while still including the same variety that travelers crave. Smashburger’s menu offering at airport locations includes a robust breakfast platform and a wide variety of options that proves to be a popular attribute when winning airport bids.
Earlier this year, Smashburger grew its presence in additional non-traditional locations including Dulles International Airport, Boise Airport, Choctaw Casino, Cincinnati/Northern Kentucky International Airport, and in a casino on the Las Vegas Strip. These new locations bring Smashburger’s total non-traditional unit count to 13 units, with 6 others slated to start construction over the next year.
Smashburger is actively seeking partnerships with experienced and seasoned franchisees both domestically and internationally. For more information, visit Smashburger.com.
Smashburger is a leading fast casual “better burger” restaurant known for its fresh never frozen, 100% Certified Angus Beef burgers that are smashed on the grill to sear in the juices, creating an upscale quality burger packed with flavor and served at a great value. In addition to burgers, Smashburger offers grilled or crispy chicken sandwiches, fresh salads, signature side items such as Haystack onions and Veggie Frites, and hand-spun Haagen-Dazs shakes. On each market menu, Smashburger offers locally inspired items like the regional burger, as well as regional sides and local craft beer. Smashburger began in 2007 with the vision of Rick Schaden and funding by Consumer Capital Partners—the private equity firm that Rick and his father Richard own. There are currently over 325 corporate and franchise restaurants operating in 34 states and seven countries. To learn more, visit www.smashburger.com.
