Smashburger Gains Momentum on Innovation and Value Strategy

Smashburger, part of the Jollibee Group, is showing strong commercial momentum driven by product innovation, value offerings, and franchise expansion.

Smashburger's same-store sales have improved from negative mid-teen declines to positive double-digit growth by March 2026. (Photo: Smashburger Facebook)

Following the launch of its “Summer of Smash” campaign in the third quarter of 2025, same-store sales at company-owned locations improved from negative mid-teen declines to positive double-digit growth by March 2026, fueled by higher transaction volumes.

Average daily sales also increased significantly, supported by menu innovations such as the return of the Colorado Smash burger, new All-Angus Big Dog offerings, customizable Loaded Sides, and rotating limited-time shakes.

“We’re seeing a clear shift in consumer response, with higher transaction volumes reflecting improved relevance in our menu innovations and value offerings,” said Jim Sullivan, CEO of Smashburger.

The brand is also strengthening engagement through partnerships, including its designation as the official Smashburger of the Colorado Rockies for the 2026 Major League Baseball season.

Franchise expansion remains a key growth driver, with plans to open 10 to 12 new stores in 2026, including locations in airports and universities.

“The sustained improvement reflects disciplined execution and a clearer value proposition,” said Richard Shin, CEO of Jollibee Group International.