USA. Denver-based restaurant chain Smashburger is set to open new stores at Philadelphia and Dallas/Fort Worth airports in summer 2013 and early 2014, respectively.
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The forthcoming Smashburger store at Philadelphia International Airport forms part of the brand’s strategy to accelerate its airport growth |
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Smashburger Senior Vice President of Franchise Sales Brett Willis |
The brand opened its first airport location in 2011 at Newark International Airport and now has three open locations: Newark, Salt Lake City Airport (operated by HMSHost) and Juan Santamaria International Airport in Costa Rica.
Smashburger is one of the fastest growing restaurant companies in the US. Founded in June 2007 by Rick Schaden, it has grown to over 200 locations in six years and expects to operate over 500 globally in the next few years.
Senior Vice President of Franchise Sales Brett Willis told The Foodie Report that he expects 10% of those to be non-traditional locations, including a high proportion of airport operations. The company was funded with US$15 million from private investment and concept development firm Consumer Capital Partners to enable a major national expansion.
“In our opinion, airports help with the trial of the product in new markets,” explained Willis. “So airport operations are exceedingly important for us to help build our brand presence in major metropolitan markets in the US. To achieve growth in this sector we are targeting the large institutional concessionaires such as Delaware North, SSP and HMSHost.
“We also do direct negotiations with airports and find franchisees who are ACDBE (airport concessionaire disadvantaged business enterprises) qualified to franchise in various airport locations.”
The Smashburger menus feature popular nationwide burgers as well as regionally inspired menu items created to fit the taste preferences of the local market.
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Burgers are made with 100% Certified Angus Beef that is smashed on a 400-degree flat grill |
The menu also allows guests to build their own recipes, through the Create Your Own’ offer. All burgers are made with fresh 100% Certified Angus Beef that is smashed on a 400-degree flat grill to sear the meat. The menu also features chicken sandwiches, grilled and split hot dogs, fresh tossed signature salads, and sides including rosemary and garlic-seasoned Smashfries, and veggie frites (flash-fried and seasoned carrot sticks and green beans). The restaurant also serves a selection of beverages, wine, craft beers and hand-spun Häagen-Dazs shakes.
Outside North America, Smashburger is present Canada, Costa Rica, Kuwait and Saudi Arabia. The company recently announced it will bring restaurants to Panama as well.
“There is a big demand for premium US hamburgers abroad,” says Willis. “The brand has done very well in our international markets and we hope to continue that success.”
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Continued growth and innovation: Smashburger’s new restaurant design |
*NOTE: The Moodie Report and The Foodie Report’s third annual Airport Food & Beverage (FAB) Conference and Awards will be hosted by Dubai Airports at Atlantis, The Palm on 1-3 October. Click here for more details or email Joanna.Puckett@TheMoodieReport.com
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Atlantis, The Palm will host the highly anticipated FAB 2013 Conference and Awards | |
