Smashburger announced that it partnered with Bridging Culture Worldwide, a professional consulting, strategic planning, and cross-cultural management service, to lead its expansion into South Korea. With Bridging Culture Worldwide’s assistance, Smashburger looks to sign its first South Korean multiunit franchise development agreement in 2011.
Smashburger’s entry into the South Korean market marks the beginning of a larger international expansion plan that includes other fast-growing economies like the Middle East, Canada, and other Asian countries. Smashburger’s product and concept has proved very appealing to consumers and successful with experienced franchise operators in the U.S. International market expansion is a logical next step in Smashburger’s aggressive growth plan.
“We look forward to beginning our international expansion for Smashburger and know South Korea is a great launch pad for our ‘better burger’ concept in Asia,” says Smashburger chairman and CEO David Prokupek. “We look forward to working with Don Southerton and Bridging Culture Worldwide to connect with multiunit developers and operators for our expansion into South Korea.”
“As Smashburger looks to expand globally, South Korea is an excellent place to start,” says Bridging Culture Worldwide CEO Don Southerton. "The South Korean market craves premier American brands like Smashburger and I know this concept will translate well.”