EXCLUSIVE: Smashburger reveals UK plans
Smashburger, one of the fastest growing restaurant concepts in the US, recently announced the opening of five new UK restaurants. QSR Media got in touch with them to talk about their expansion plans in the very competitive burger space.
As we recently reported, the brand has acquired locations in Bath, Glasgow, Dunfermline, Wednesbury and Inverness. Three Smashburger UK restaurants have opened in the last nine months: the first in Milton Keynes’ Kingston Centre Retail Park followed by North Street in Brighton and, most recently, Newcastle’s intu Eldon Square Shopping Centre.
The group plan to open 10 restaurants in the UK over the next 12 months with a goal to open 35 UK restaurants by the end of 2020 to include locations in London, Manchester, Cardiff, Leeds, Edinburgh, Reading and Colchester.
QSR Media: How many stores are there in the group now?
Three – Newcastle, Brighton and Milton Keynes. We are currently working towards the launch of two further openings planned for the summer including Southgate Street in Bath and Sauchiehall Street in Glasgow.
QSR Media: Do these five stores mark the beginning of a rapid expansion in store numbers?
It marks expansion, we have a three-year growth plan that will take us to over 30 Smashburger restaurants.
QSR Media: Have there been any changes you’ve made to the business model from the first store to now?
Yes, we are currently launching a new menu, making UX and soft touch improvements to our website, introducing delivery and reservations to our restaurants, revaluating our music profile focusing on day-part programming, tempo and style to enable music to become one of our brand attributes and differentiators, and further projects in the pipeline.
QSR Media: What areas are you looking to expand in to going forward?
Offering an online delivery service, improving out takeaway awareness and taking reservations in our restaurants.
QSR Media: What is your most popular menu item?
Our Classic Smash, fresh, never frozen all natural 100% British beef signature burger is the most popular item but interesting for us is the rise in sales from our Create Your Own burger, chicken or veggie menu, giving our guests the option to create their own meal. Diners are invited to choose their own artisan bun, sauces and toppings, cheese, premium add-ons and also have the new option to double-up!
