US-based fast-casual restaurant chain Smashburger has appointed Denise Nelsen as its new CEO, the first time a woman has held the position within the company.
Nelsen will drive culinary innovation and expand the brand's presence in the foodservice industry.
Nelsen, who has more than three decades of experience in the restaurant industry, joined Smashburger as incoming CEO in January 2024.
Jollibee Group president and CEO Ernesto Tanmantiong said: “We are thrilled to welcome Denise Nelsen as Smashburger's newest CEO. With her extensive experience and proven leadership in the food and beverage industry, she is set to propel the brand into a new era of growth.
“Her appointment signifies the Jollibee Group's commitment to excellence and diversity. With all her capabilities and energy, we are confident that she can drive success for Smashburger, thereby contributing to the growth of the Jollibee Group as a whole.”
Nelsen was previously senior vice-president of US operations at Starbucks, where she managed the brand's US business for five years.
During her 20-year career with Starbucks, she held a number of operations and support roles.
As CEO, she will also focus on building and leading teams and integrating business processes efficiently.
Nelsen said: “I'm excited and energised to officially step into the position of chief executive officer at Smashburger. With an unmatched dedication to guest satisfaction, Smashburger has consistently set the standard across the fast-casual industry and I'm looking forward to working with the executive team to continue the brand's legacy.
“As we embark on new brand ventures in 2024, I'm eager to support our continuous efforts to stay at the forefront of taste innovation in the industry, while collaborating with our international expansion teams to bring the joys of Smashburger to more guests worldwide.”
Smashburger operates 235 company-owned and franchised units across 34 states and seven countries.
In June 2023, the chain signed a development agreement to open five new locations in Salt Lake City, Utah, with Michael Walker of Zuvachs spearheading the brand's expansion in the Utah market.
