In 2011, Forbes named Smashburger one of the most promising up-and-coming franchise businesses in the country. By 2014, Fast Casual ranked Smashburger as its No. 1 brand for the year in terms of innovation, profitability and commitment to the community. A diverse menu, featuring sweet potato fries and Häagen-Dazs milkshakes, has been key to Smashburger's success as the company has strived to separate itself from the deluge of better burger rivals. The fast casual franchise is in a key competitive position as the better burger market expects annual revenues go up by $10 billion by 2019, according to Fox News. Franchisees looking to be part of a dominant player on the upswing should look to join Smashburger's latest expansion campaign.
Premiering at the Forum Food Court
The Las Vegas Eater announced in early October that the Forum Food Court in Caesar's Palace will soon be seeing its own Smashburger. This is the first appearance of the franchise on the Las Vegas strip, and the ninth unit to set up shop in the city. The inclusion of a new Smashburger in the tourism-focused Caesar's Palace food court is also representative of the brand's growth, reflecting the chain's established appeal across the United States. The new burger franchise will share space with an Earl of Sandwich and a recently opened Starbucks.
New Jerseyans enjoy local experience
Another key destination for Smashburger's expansion efforts has been the state of New Jersey. The brand already has a strong presence across the region and is planning to open its 22nd unit in the Garden State in November, according to NJ.com. The franchise has tailored its menu to appeal to local customers, offering a "Jersey Burger" that features smoked bacon, blue cheese and grilled and fried onions. Janice Mironov, mayor of East Windsor, where the new Smashburger will be opened, lauded the expansion of the franchise in her community as a means to generate more city revenues from commuters who work and cool off near where the new burger joint will be located.
Mohegan tribe embraces the brand
Smashburger restaurants will soon become just as popular in New England, thanks to a recent franchising agreement with the Mohegan Tribe of Indians of Connecticut. The tribe will be opening 16 units across Connecticut, Massachusetts and Rhode Island, starting in the city of Waterford, said NBC Connecticut. Kevin Brown "Red Eagle," chairman of the Tribal Council, noted that the tribe was enthusiastic about its newest diversification venture with Smashburger. The brand's willingness to invest in the communities that make a franchise successful was major factor in the tribe's decision.
The Waterford store will be Connecticut's first Smashburger. Doors will open in December at the Waterford Commons off Route 85. Renovators are currently preparing the building site where a highly modern, 2,500-square-foot store will beckon customers in for freshly smashed burgers. The unit is expected to add nearly 50 jobs to the Waterford community.