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.
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.
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