Tom Ryan, cofounder of Smashburger, avoids focusing on generational trends in his research and development process. Instead, he prioritizes timeless fast food staples. Ryan criticizes chains for targeting younger audiences with fleeting trends, stating that children's preferences often influence family dining choices as generations evolve. For example, he notes his own experience with McDonald's as his children grew. Smashburger is set to launch a new menu, 'Summer of Smash,' featuring items under $4.99, but Ryan insists his approach remains consistent and enduring rather than trend-chasing.
"It drives me crazy when you hear people, usually young guys who are probably 28, saying, 'Oh yeah, we're focused on Gen Z people and millennials,' and it's like, what's gonna happen when they grow up?"
"When my kids were small, obviously, I worked there, but we went to McDonald's all the time - as soon as my kids got old, we never went to McDonald's again... Guess why? Because it's the kids who take them there."
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