The Jollibee Group’s Smashburger continues to expand in North America with the opening of its new store in the New York City.
In a statement, Jollibee said the US-based fast casual better burger restaurant has opened 8 new stores this year as part of Jollibee Group’s aggressive expansion program in the region, which is consistent with its vision to become among the top five restaurant companies in the world.
Smashburger recently opened its latest store in the Upper East Side at 804 Lexington Ave. in New York, which is the second corporate Smashburger in the U.S. to open with a full-service bar.
"Smashburger is continuing its efforts to elevate the overall fast-casual dining experience with the opening of our second full bar restaurant in New York City,” said Smashburger President Carl Bachmann.
He added that, "More and more diners are looking for a place they can socialize and eat out, and the Upper East Side and the surrounding community now have the opportunity to enjoy a high-quality burger with first-class cocktails and draft beers in a fun environment.”
Smashburger also introduced three new wing flavors that span from spicy to savory. “Our guests constantly crave different flavors and options, so menu variety is important to us. We’ve seen great success with our non-burger offerings and are always looking for new ways to change the game through our innovation,” said Bachmann.
The Jollibee Group took full ownership of Smashburger in 2018. With Smashburger as part of its portfolio, Jollibee plans to open more stores this year as part of the company’s aggressive expansion plan in North America.