Smashburger, the national better burger restaurant known for its fresh, smashed-to-order burgers, is pleased to announce partnerships for new airport locations. Answering the demand for better tasting meal options for travelers on the go, Smashburger has partnered with global restaurateur HMSHost, the largest airport food and beverage operator in the country, to introduce the brand’s burgers in Houston George Bush Intercontinental Airport (open in December 2015), Charlotte Douglas International Airport (open in 2016), and San José International Airport (open in 2015).
“High-traffic destinations are a tremendous opportunity to put Smashburger in front of large numbers of people, generating awareness and trial at a rate that is more difficult to achieve at a traditional location,” says Scott Crane, CEO of Smashburger. “To continue to grow in this area, we’re committing additional resources for airport development, including teams dedicated to strategic bidding, and thoughtful store and menu design, ensuring that each Smashburger airport location is run efficiently and effectively.”
Smashburger recognizes the need for cutting edge design and technology in order to appeal to airport operators to win site bids. The brand is constantly enhancing the design of non-traditional restaurants, recently reengineering a smaller footprint that optimizes kitchen speed and high through-put. Smashburger has also upgraded the finishes of the restaurants to appear more modern with warm and inviting tones and colors. Senior director of design, Jennifer Allstun says “Our design takes the core brand values of the business and conveys them in ways that make the experience engaging and welcoming to the consumer. We want the overall menu and design to parallel each other. You expect a certain experience based on the price you pay and the design is a reflection of this.”
Smashburger has recently optimized its menu for non-traditional locations, allowing for quicker speed of service and convenience for customers, while still including the same variety that travelers crave. Smashburger’s menu offering at airport locations includes a robust breakfast platform and a wide variety of options that proves to be a popular attribute when winning airport bids.
Earlier this year, Smashburger grew its presence in additional non-traditional locations including Dulles International Airport, Boise Airport, Choctaw Casino, Cincinnati/Northern Kentucky International Airport, and in a casino on the Las Vegas Strip. These new locations bring Smashburger’s total non-traditional unit count to 13 units, with six others slated to start construction over the next year.