Smashburger CEO Attributes Success To Unorthodox Marketing Strategy; Smashburger focuses heavily on events, such as when it offered a free sandwich to anyone with “burger” or “berger” in their name on National Cheeseburger day
August 9, 2013 Leave a comment
Smashburger CEO Attributes Success To Unorthodox Marketing Strategy
MICHAEL THRASHER AUG. 8, 2013, 5:53 PM 1,429
Smashburger has opened more than 200 restaurants in the past seven years. Founder Tom Ryan told Nation’s Restaurant News the fast-casual chain’s success can be attributed to an unconventional marketing philosophy that relies heavily on social media and old-fashioned word of mouth. Ryan said the chain still uses some radio and television advertising. But Smashburger focuses heavily on events, such as when it offered a free sandwich to anyone with “burger” or “berger” in their name on National Cheeseburger day, he said. Ryan said these events become a topic of conversation for bloggers and social media. “From the beginning, we wanted Smashburger to be a defining brand for the next generation, and the marketing mix for how you engage them is different than for how you engaged the last generation,” Ryan said.
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