Jollibee's Smashburger® Ushers in a New Era with Brand Transformation and Improved Menu Launch

​Smashburger®, the leading better burger brand, is excited to announce a dynamic brand revamp, ushering in a new chapter for the company. The transition includes a new menu and a fresh visual identity, inspired by what brand customers love most: juicy smash burgers expertly prepared utilizing the company's exclusive smashing technique, crispy fries, and robust flavors. This new age at Smashburger promises to bring even more of what customers have come to love, combining innovation with the brand's tried-and-true favorites.

“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,” said Smashburger CEO Denise Nelsen. “Our goal is to truly ‘own the smash’ by focusing on what we do best: creating craveable, high-quality smash burgers that you won’t find anywhere else. 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!”

Smashburger's new menu includes eight brand-new items and four improved classics. The new additions include:
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• All-American Smash® – Certified Angus Beef® topped with American cheese, red onions, pickles, mustard and ketchup, all nestled between a butter-toasted bun
• Bacon Stack Smash® – Certified Angus Beef® topped with layers of stacked applewood smoked bacon, American cheese, lettuce, tomatoes and mayo served on a butter-toasted bun
• Chicken Smash® Burger – Savory ground chicken burger marinated in-house with a signature garlic olive oil seasoning, topped with lettuce, tomatoes and mayo on butter-toasted bun
• Scorchin’ Hot Crispy Chicken Sandwich – Juicy Nashville hot crispy chicken tenders, pickles, and mayo, served on a butter-toasted bun
• Spicy Jalapeño Smash® – Certified Angus Beef® topped with grilled jalapeños, pepper jack cheese, aged cheddar cheese, lettuce and chipotle ranch, all on a butter-toasted spicy chipotle bun
• Scorchin’ Hot Fries – Crispy french fries tossed in Nashville Hot seasoning, served with ranch for dipping
• Scorchin’ Hot Tots – Crispy golden-brown tots tossed in Nashville Hot seasoning, served with ranch for dipping
• Peanut Butter Cookie Shake – Hand-spun peanut butter cookie milkshake made with Häagen Dazs® ice cream and Nutter Butter™ cookie pieces
• Salted Caramel Shake – Hand-spun salted caramel milkshake with Häagen Dazs® ice cream

 
Smashburger's improved menu items have received recipe upgrades that include even more exquisite flavors and high-quality ingredients, bringing classic favorites to a whole new level. The updated menu items include:
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• BBQ Bacon Smash® – Certified Angus Beef® topped with aged cheddar cheese, applewood smoked bacon, BBQ sauce and a new crispy fried onion topping, all served on a butter-toasted bun
• Truffle Mushroom Smash® – Certified Angus Beef® with sautéed cremini mushrooms, aged Swiss cheese and a new house-made truffle mayo sauce, all nestled in a butter-toasted bun
• Chicken Tenders – Larger, juicer and tastier chicken tenders, all served with your choice of dipping sauce
• Crispy Brussels Sprouts – Lightly fried brussels sprouts, seasoned with steak butter
• Sweet Potato Waffle Fries – Crispy sweet potato fries now in an irresistible waffle cut

 
In connection with the new menu release, Smashburger is introducing a redesigned brand identity that gives the company a dynamic new energy and a modern appearance. This upgrade includes revised logos, new colors, fresh typefaces, and a distinct brand voice, all aimed to bring Smashburger's unique and strong personality to life while providing customers with an engaging experience. The firm is also taking steps to improve the in-store environment, such as presenting milkshake lovers with a beautiful parfait glass and a stylish milkshake mixer to boost the eating experience.

“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 savoring one of the best foods on the planet: a burger – our smash burger,” said Smashburger Chief Marketing Officer Thomas Prather. “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 allowed us to reinvigorate the brand and restore its distinctive swagger – their expertise helped us infuse Smashburger with fresh energy and bold character, resulting in a revitalized identity that truly reflects our vision and resonates with our guests.”