Smashburger Introduces New Restaurant Design
As the Company reaches 200 units, the chain debuts a new interior design- making burgers the hot new trend in modern dining.
January 15, 2013 // Franchising.com // Denver, CO – On the eve of celebrating the opening of it’s 200th restaurant, Smashburger unveils an a new restaurant design targeted at the next generation of burger enthusiasts. With interior details that convey a more modern and comfortable atmosphere, Smashburger continues demonstrate why it is the leader in the “better burger segment” of the restaurant industry.
“We are not your typical burger chain,” said David Prokupek, Chairman and CEO of Smashburger. “We started this concept about five years ago with the intention of changing the way people thought about burgers. We wanted to offer food and an atmosphere that was modern, exciting, and much different from the quick-service burger restaurants that consumers now find tiring.
The new design features earthy materials mixed in with contemporary graphic designs. Some of the guiding principles leading the new design- make it simple, natural, comfortable, but modern and relevant for all occasions. “It’s important that we strike the right tone in our design that makes us a place where young families with small kids can come and feel comfortable, yet also a place where couples can on a date before heading to the movies and enjoy a craft beer and a burger pairing,” said Tom Ryan, Founder of Smashburger. “We have our pulse on how people want to dine. They are looking for modern, contemporary dining experience. Our décor was designed with this in mind.”
Some of the enhancements to the interior design include softer lighting, high-tech digital menu boards, exposed wood plank ceiling rafters, stainless steel table trims, localized graphics and art, and a variety of new elements to improve the overall experience for the guests. The Smashburger brand comes alive with storytelling in the graphics, from the etched glass that details the attributes of those burgers — “fresh,” “juicy,” “delicious” and “smashed to order” — to the mosaic of photography which spotlights local landmarks. (In Colorado, those include the Denver Skyline, the Rocky Mountains, Coors Field and an image of a skier- all depicting different components of the Colorado lifestyle.) Highlighting each local market is consistent with the approach Smashburger carries through on its menu with localized recipes created to reflect the local taste profiles. ”It was important that the interior of our restaurants reflect the quality and variety of our great tasting burgers. Now there is great energy around both our food and our store’s design,” said Ryan.
The timing of introducing this new store design comes on the eve of Smashburger opening its 200th restaurant. “We’ve reached an important milestone as a brand. As we look to the future to be just as successful as the last five years, it is critical that we continue differentiating ourselves a with a restaurant design that sets us apart in the same way that our food does,” said Prokupek. “The enhanced look and feel of our restaurants now allows us to compete more directly with casual dining options. It opens Smashburger up to a wider audience of consumers, particularly in the dinner segment.”
Smashburger is America’s fastest growing, fast casual “better burger” restaurant with global appeal, offering a variety of handcrafted menu items, including regionally inspired burgers and sides, and a ‘create your own’ model that allow guests to customize their experience. Smashburger also offers a wide assortment of chicken sandwiches, a selection of local beverages, craft beer and hand-spun Häagen-Dazs® shakes to provide a unique experience. Developed and owned by private equity firm Consumer Capital Partners (CCP), Smashburger operates and develops both corporate and multi-unit franchise territories across the globe with 200 restaurants across 29 markets in the United States, Canada, Kuwait, Saudi Arabia and Costa Rica. Smashburger recently topped Fast Casual’s 2012 Top Mover & Shakers list, and was named America’s Most Promising Company by Forbes magazine in 2011. It is the recipient of the International Council of Shopping Centers 2011 Hot Retailer Award and was also named to the Inc. 500 List of America’s Fastest Growing Companies the past two years in a row. To learn more, visit www.smashburger.com.