Joel Libava
In a move that signals a new era of growth and expansion, Smashburger, the fast-casual restaurant chain known for its signature smashed burgers, has appointed Jim Sullivan as its new CEO.
Sullivan, who has been serving as President since February, will oversee all operations of the business and drive strategy with a focus on brand positioning, franchising, and non-traditional unit expansion.
Smashburger Momentum
This appointment comes at a time when Smashburger is experiencing significant momentum, with the launch of its largest brand campaign in company history, “Summer of Smash,” and the introduction of new menu items such as the Bacon Brisket Smash. The company has also seen improvements in guest satisfaction scores, stronger operational performance, and sustainable growth.
As the new Smashburger CEO, Sullivan will lead the brand repositioning around its core strengths: culinary quality and taste, flawless restaurant execution, and franchise scalability.
In addition, Sullivan will focus on accelerating franchise development, particularly in high-impact, non-traditional venues such as airports and higher education institutions.
Furthermore, he also plans to reinvest in the in-restaurant experience, recognizing the importance of creating a unique and memorable experience for customers.
With over 25 years of executive and restaurant development experience, Sullivan is well-equipped to drive growth and expansion at Smashburger. His background includes senior development roles at QDOBA, CKE Restaurant Holdings, and Friendly Ice Cream, where he honed his expertise in brand strategy, real estate, and franchise growth.
“Smashburger modernized the technique of smashing burgers, and we’re reclaiming that leadership with intention and momentum,” said Sullivan. “Our bold flavor, elevated guest experience, and operational discipline give us a distinct edge in a crowded space. With the strategic support of JFC, we are leveraging scale and operational flexibility to drive focused, capital-efficient growth.”
New Smashburger CEO Sullivan Brings Decisive Leadership to the Table
The appointment of Sullivan as the new Smashburger CEO is a significant development for Smashburger, which is part of the Jollibee Group. Richard CW Shin, CEO of Jollibee Group International, expressed his confidence in Sullivan’s ability to lead the brand to new heights. “Jim brings decisive leadership, a clear vision, and a deep understanding of Smashburger’s position in the market,” said Shin. “He has already laid the foundation for a more focused brand that is delivering better food, a stronger guest experience, and renewed momentum across the system.”
As Smashburger looks to the future, it’s clear that the brand is poised for significant growth and expansion.
And with Sullivan at the helm, the company is well-positioned to reclaim its leadership in the fast-casual burger market and drive long-term success for its guests, teams, and franchisees.
So, whether you’re a fan of Smashburger’s signature smashed burgers or a potential franchisee looking to join a growing brand, this is an exciting time to be a part of the Smashburger story.
Pop over to the Smashburger franchise website to learn more.
(Main image courtesy of the Smashburger website)
About the Author
The Franchise King®, Joel Libava, is a leading franchise expert, author of "Become a Franchise Owner!" and "The Definitive Guide to Franchise Research." Featured in outlets like The New York Times, CNBC, and Franchise Direct, Joel’s no-nonsense approach as a trusted Franchise Ownership Advisor helps aspiring franchisees make smart, informed decisions in their journey to franchise ownership. He owns and operates this franchise blog.
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