Smashburger

Our burger rules

Services Industry

National brand campaign & Restaurant
demand generation

The Challenge

Smashburger was well known for its food, but not for its franchise opportunity. In a crowded fast-casual category, prospects had little visibility into the brand’s strengths as an investment: streamlined operations, menu innovation, strong unit economics and a recognizable national footprint.

The challenge was to create a campaign that reframed Smashburger not just as a place people love to eat, but as a business worth owning. The narrative needed to cut through competitive noise, highlight the brand’s operational advantages and give high intent prospects a compelling reason to choose Smashburger over other better burger concepts.

The Big Idea

Our burger rules—bold, flexible campaign platform that captured the confidence of the Smashburger brand while reframing it through a franchise lens. The idea worked on multiple levels. Smashburger’s burgers rule. Smashburger has rules for quality, consistency and operational excellence. And Smashburger gives franchisees a proven playbook that helps them rule their markets.

The campaign transformed those “rules” into storytelling devices that showcased the brand’s strengths: premium product, operational simplicity, brand momentum and strong support systems. It allowed Smashburger to speak with energy while delivering clear, credible reasons to invest.

The Work

Created the full Our Burger Rules campaign platform and messaging architecture for franchise recruitment.
Developed a series of “rules” that highlighted core differentiators across food quality, operations, innovation, support and guest experience.
Wrote all campaign messaging, including headlines, subheads and storytelling modules for digital, social, web and sales enablement.
Rewrote the franchise development website to reflect the new narrative, including the value proposition, pillars, brand story, investment details and owner experience.
Produced campaign-ready digital ads and social assets designed to increase franchise lead generation.
Built a cohesive copy system franchise development teams could use in outreach, presentations and recruitment conversations.
Positioned Smashburger as a modern, fast-growing, premium-quality concept that offered strong business fundamentals and national brand recognition.

The Manifesto

Our burger rules … because of our burger rules.

At Smashburger, we don’t just redefine the burger game; we flip the whole table on what it means to own a fast-casual franchise.

Our Burger Rules are like the cheat codes for franchise domination, crafted for bold badasses and savvy investors ready to

Forget the old, boring burger playbook — we’ve tossed it out like last week’s stale buns.

smash expectations

put some heat on their meat.

and

Additional headlines

Rule #23: These buns ain’t for everyone.
We like our franchisees just like we like our buns — well-rounded, strong enough to handle a buncha toppings and taste good all on its own.

Rule #43: Stay flexin’ everywhere you go.
Our flexible prototypes, from tiny 500 sq. ft. spaces to full-service palaces, make Smashburger an easy addition to your portfolio—whether it’s airports, campuses, or any other environment—once and for all proving that size doesn’t matter when you know how to Smash.

Rule #5: Keep your stacks thick and and your burgers juicy.
From dine-in and delivery to catering, every revenue stream we offer is designed to build your business as high as your burgers.

Rule #34: Respect the OGs (Original Grillers).
For nearly two decades, we’ve sizzled, seared and smashed the burger universe. With 200+ locations, global domination in 7 countries and a relentless drive for perfection, you best bow down or get burned.

Rule #78: Never fizzle. Always sizzle.
A business model so hot, our chickens are laying omelettes. Smashburger’s proven business model delivers the same consistent success as our signature smash technique. No flops here, just straight fire, baby.

Rule #65: Keep servin’ up fresh cooks.

Made-to-order meals with premium ingredients don’t just taste fresher than a MF (meat freezer); they keep guests coming back for more — driving satisfaction, loyalty and your bottom line.

Rule #14: If you can’t turn up the heat, GTFO the
grill, dude.
Is that a spatula in your apron pocket, or are you just happy to sear me? With advanced innovation like smart cubbies and streamlined technology, we don’t just bring the heat—we redefine it, again and again.