Smashburger's new CEO wants to flip the script on the burger chain's fortunes
Briefly

Smashburger's new CEO wants to flip the script on the burger chain's fortunes
"Jim Sullivan stated, "This brand was built on five main pillars: taste, taste, taste, variety, and value, and that's what I'm going to be laser-focused on.""
"He aims to help Smashburger "reclaim" its positioning in a crowded fast food market with new menu offerings and franchise opportunities in nontraditional markets."
Jim Sullivan has been promoted to CEO of Smashburger, with a vision to refresh the brand's identity and reinforce its presence in a competitive market. His strategy involves new menu offerings and expanding franchise opportunities into nontraditional markets. Sullivan emphasizes a focus on quality by adhering to five key pillars: taste, variety, and value. He aims to restore the brand's financial stability and address longstanding issues regarding ownership and brand identity, following challenges that saw a significant reduction in operational locations since its peak.
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