Jollibee's Smashburger expands to Brooklyn

Published June 3, 2021, 3:38 PM

by James A. Loyola

Jollibee Foods Corporation’s Smashburger—a US-based fast casual better burger restaurant—has opened a new branch in Brooklyn, New York as part of its expansion plans in North America.

Smashburger’s new restaurant in Brooklyn, New York

In a statement, Jollibee said the opening of the new Brooklyn branch was the brand’s biggest launch yet, exceeding sales and profit targets.

“We are delighted to see the community’s warm reception to Smashburger in King’s Highway, Brooklyn, New York,” said Jollibee Group North America President Rowel Vijandre.

The interiors of Smashburger Kings Highway offer a nod back to the brand’s Colorado roots, while also celebrating Brooklyn by featuring artwork showing the silhouette of the city’s iconic skyline

He noted that, “Smashburger’s growth momentum remains strong, with same-store sales growth in high double digits and new store openings having sales 2 to 3 times higher than the average of other stores. We look forward to sustaining this as we open more stores in 2021.”

The new location in Kings Highway, Brooklyn is the first branch in the area to unveil the brand’s new look and ambiance that elevates the fast-casual dining experience for its guests.

Smashburger King’s Highway features the brand’s latest look and ambiance that elevates its fast-casual dining experience.

The store’s interior features an exposed kitchen, with the grill as the main focal point, to allow guests to see how their menu favorites are cooked and prepared.

“Brooklyn’s creative energy and cultural diversity have made way for a spirited food scene, which is why we decided to open our newest, state-of-the-art concept in the dynamic borough,” said Smashburger President Carl Bachmann.

He added that, “We look forward to being at the heart of this bustling area and continuing to be the ultimate go-to place for not only a craveable burger, but also breakfast for families of all ages.”

The Brooklyn restaurant is among the first Smashburger locations in the US to serve breakfast, which includes classic items like bacon, egg and cheese sausage, egg and cheese sandwiches, breakfast burger, and tater tots.

Smashburger intends to open at least 20 new stores this year as part of the Jollibee Group’s aggressive expansion program in North America, consistent with its vision to become among the top five restaurant companies in the world.