US-based fast-casual restaurant chain Smashburger has announced a significant menu overhaul and a refreshed visual identity in celebration of its 17th anniversary.
The new menu features 12 updates: eight completely new offerings and four classics with enhanced flavours and high-quality ingredients.
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It includes the All-American Smash, the Bacon Stack Smash and the Chicken Smash Burger.
The brand now offers the Scorchin’ Hot Crispy Chicken Sandwich, Scorchin’ Hot Fries, and Scorchin’ Hot Tots.
Its menu is rounded out with sweet additions such as the Peanut Butter Cookie Shake and the Salted Caramel Shake.
The brand has refreshed its classics, with the BBQ Bacon Smash, the Truffle Mushroom Smash, Chicken Tenders, Crispy Brussels Sprouts and Sweet Potato Waffle Fries all receiving flavour upgrades.
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By GlobalDataIn line with the menu changes, Smashburger is introducing a new brand identity, which includes redesigned logos, a palette of new colours, updated typefaces and a distinct brand voice.
Notable updates include serving milkshakes in parfait glasses accompanied by stylish milkshake mixers.
Smashburger CEO Denise Nelsen said: “After extensive regional market testing and receiving invaluable feedback from our guests, we’ve not only enhanced our current menu offerings but also introduced exciting new items.
“We’re committed to delivering an exceptional dining experience that reflects our dedication to quality and innovation, and invite everyone to come in and experience it for themselves.”
Customers can explore the new menu items at Smashburger sites nationwide, while the updated brand identity is set to be implemented across all outlets.
Smashburger chief marketing officer Thomas Prather said: “Our new brand aesthetic is rooted in reconnecting with our roots and creating an identity where our guests truly feel at home, like they’re among friends savouring one of the best foods on the planet: a burger.
“We wanted to ensure that every visit is an enjoyable escape, leaving our guests eagerly anticipating their next experience with us. Partnering with the experts at X&O […] helped us infuse Smashburger with fresh energy and bold character, resulting in a revitalised identity that truly reflects our vision and resonates with our guests.”
In March 2024, Smashburger launched the Mango Habanero Crispy Chicken Sandwich.
