First look: Smashburger unveils new design concept
Next year, Smashburger, the smashingly successful Colorado-based burger chain, will unleash sixty to seventy more locations, not just in Colorado, or nationally, but around the world, all of which will incorporate a new design concept that's just been unveiled in Colorado, including the newest outpost at 6305 East Hampden, just off I-25.
Tom Ryan, who founded Smashburger five years ago (he also owns and operates Tom's Urban 24 in Larimer Square) calls the prolific chain's new design scheme -- which has been incorporated into four stores, three in metro Denver, and one in Los Angeles -- Smashburger's "newest evolution," and it's a design commitment, he says, that adheres to the corporate philosophy of "staying forever young." And in an increasingly competitive restaurant climate, especially with regard to emerging fast-casual concepts that continue to pop up throughout the country, that doctrine makes sense.
"When we created Smashburger, our management team was committed to doing things modern at every turn, and as we grow into other cities, we've been quietly developing new designs," explains Ryan, noting that this is the company's third design upgrade in five years. "It's an effort on our part to keep the brand as modern as possible, and we're still nimble enough to achieve that, while we grow with grace and ease."
The new design blueprint, which I had a sneak peek of earlier this morning, at the Hampden store, is apparent in its aesthetics, graphics, functionality and branding. As Ryan notes, the most recent Smashburger spaces are contemporary, with a narrative focus, evident in everything from the etched glass that details the attributes of those burgers -- "fresh," "juicy," "delicious" and "smashed to order" -- to the kaleidoscopic photography on the espresso-hued walls, much of which spotlights Colorado landmarks, including Union Station and and Coors Field.
"One of our key objectives," emphasizes Ryan, "was to integrate story-telling into our stores, both through words and new graphic approaches, including mosaics and photography on the walls that bring diverse energy and localize our venues."