Smashburger | Lean In
In a category that had become overrun with competitors, we knew that as the OG, Smashburger had to move fast and be bold in recapturing our ownership of the ‘smash’. We dug deep and
realized that smashing for this company is much more than just a way of cooking the burger - it requires a literal and metaphorical leaning in that’s an expression of our commitment to excellence, the effort we put in, and ultimately, the reward of the best tasting burgers.
“This has truly infused everything we do as a company. Smashburger is fully leaning in to the new positioning!”
David Beal, CMO,
Jollibee Food Corp
(Owner of Smashburger)
“Honest, clear, direct and prescriptive...exactly what we needed to hear!”
Tom Ryan,
Founder, Smashburger
Smash-focused menu
optimization launched
'Lean in' focused mantra deployed across marketing, operations & training
Brand new market-leading
look & feel launched