Smashburger's New Logo: Taste and Tradition Meet Modern Marketing

Smashburger's Bold New Branding: A Taste of Tradition and Modernity

In a significant move to rekindle its legacy in the competitive fast-casual market, Smashburger has unveiled yet another iteration of its logo, accompanied by a vibrant new branding campaign that seeks to entice customers back to the core values of taste and quality. This latest logo marks the fifth in the burger chain's history, prompting a renewed focus on both visual identity and culinary excellence.

Reclaiming Quality in the Burger Industry

Jim Sullivan, CEO of Smashburger, expressed that this change is rooted in a desire to restore the brand's reputation in the burger category. “We’ve somewhat drifted over the years,” he noted, emphasizing the importance of taste as the foundation of Smashburger’s appeal. The new campaign, featuring the tagline “Let the flavor do the talking,” aims to highlight the quality of its burgers and hot dogs while ensuring more consistent branding across its 200-plus locations.

The Aesthetic Shift to Reflect Brand Values

The newly designed logo reverts to a classic red-and-white color scheme over a black backdrop, moving away from the previously used orange and maroon. This decision stemmed from consumer testing which showed a strong preference for the refreshed palette. “That was the inspiration for us to say, ‘This resonates, let’s modernize it,’” Sullivan explained. The logo not only connects with the brand's history but is also projected to resonate well with taste-focused consumers seeking bold flavors.

Learning from History: Previous Logo Changes and Challenges

Smashburger's journey hasn’t been without its challenges. Legal troubles arose in 2024 when it faced a lawsuit from the slider chain Smalls Sliders over trademark infringements relating to its previous logo design. Yet, with a concerted effort to ensure franchisee support for the new branding approach, Sullivan remains optimistic about overcoming these hurdles and focusing on growth.

A Revival Amid Declining Sales

The burger chain struggled with sales declines during the pandemic, generating $232.9 million last year—about $100 million less than prior to full ownership by Jollibee Foods Corp.. However, recent efforts, including the introduction of menu items like the Brisket Burger and a $4.99 menu, have contributed to a successful summer season. Analysts note that increasing sales and unit growth are crucial for the brand’s revitalization.

Delivering on Flavor and Innovation

Tom Ryan, Smashburger's co-founder, emphasizes that the new branding campaign is not just about aesthetics but about challenging consumers to experience the quality of what Smashburger offers. “It’s basically a challenge to our current and future customers to believe that their next bite is going to convince them it’s the best-tasting food in the category,” he said. The company’s renewed focus on culinary innovation aims to reinforce this message.

A Comprehensive Brand Overhaul Fueling Expectations

The new black and red logo is set to rollout across all digital platforms and packaging over the next few months, with a goal of complete transition within 12 to 18 months. Gillian Alison at advertising agency Karsh Hagan highlighted the importance of matching visual identity with the chain's dedication to flavor and quality. “People don’t believe what they’re told anymore; they believe what they taste,” she stated, making it clear that the campaign’s success hinges on actual customer experience.

The Future: Balancing Tradition and Innovation

As Smashburger embarks on this new branding adventure that revisits its roots while aiming for a forward-thinking perspective, restaurant owners should take note of the critical balance between maintaining core brand values and adapting to emerging trends. This move signals a larger trend where restaurant brands are actively revamping their culinary and marketing strategies to engage a more discerning consumer base.