The American brand has seen an increase in its avaerage daily sales.
In its report, Filipino fastfood giant Jollibee Foods Corporation (JFC) noted that its Smashburger brand has been seeing positive growth in the past few months.
Following the successful launch of the Summer of Smash campaign in the third quarter of 2025, the same-store sales for company-owned stores have significantly improved.
These branches grew from negative mid-teen levels at the start of the campaign rollout to positive double-digit growth by March 2026, driven by higher transaction volumes.
Smashburger also delivered strong gains in average daily sales for company-owned stores, which is attributed to stronger consumer response to its refreshed brand positioning and value offerings.
The company’s performance was bolstered by strong product innovation pipeline and amplified by the introduction of its US$4.99 value platform.
There were also menu enhancements, such as the return of the fan-favorite Colorado Smash, alongside the successful launch of new offerings. such as All-Angus Big Dog selections, customizable Loaded Sides, and rotating limited time offer (LTO) shake varieties like Chocolate Chip Cookie Dough Shake and Mint Oreo Shake.
Notably, product quality has also received external recognition, with Smashburger ranked #1 brand among seven chain restaurants with the best smashburger cheeseburgers by Eat This, Not That!
Jim Sullivan, Smashburger CEO noted, “We’re seeing a clear shift in consumer response, with higher transaction volumes reflecting improved relevance in our menu innovations and value offerings.”
“Our focus has been simple: serve delicious food people genuinely enjoy, offer value they can feel, and make every visit reliably good. That’s what earns repeat visits and that momentum shows up in stronger store performance,” he added.
Franchise expansion is also reportedly progressing well, with Smashburger planning to open approximately 10-12 new stores in 2026 to continue supporting the network growth across both traditional and non-traditional formats.
Richard Shin, CEO of Jollibee Group International, shared: “The sustained improvement in Smashburger’s performance reflects disciplined execution and a clearer value proposition in a competitive market.”
This includes recently awarded sites across key non-traditional locations, with five in airports and one in a university. A traditional franchised store that opened in Huntersville, North Carolina in February 2026 has delivered strong early performance since opening, indicating healthy customer demand.
Meanwhile, non-traditional franchised formats continue to perform robustly, benefiting from captive, high-traffic environments such as sports arenas, airports, and universities. These formats support attractive returns for franchisees, driving increased franchise interest.
“The strong results we’re seeing across franchise formats, particularly in non-traditional locations, reinforce the brand’s scalability and support our asset-light growth strategy within the Jollibee Group’s international portfolio,” Shin added.
In addition, Smashburger is strengthening brand relevance and local market connection through targeted sports and experiential partnerships.
For the 2026 Major League Baseball season, Smashburger was named the Official Smashburger of the Colorado Rockies, marking the brand’s first official restaurant partnership with a Major League Baseball team—reinforcing the brand’s positioning as an iconic American burger brand while enhancing fan engagement through market-level activations, including in-stadium visibility, ticket-based promotions linked to Rockies home runs, and in-restaurant programs.across Colorado.
These initiatives support broader efforts to increase brand awareness. customer engagement, and traffic in high-attendance, experience-driven environments.
“With improving same-store sales and a growing base of high-performing franchise formats, Smashburger is strengthening its role as a scalable, asset-light growth platform within the Jollibee Group’s brand portfolic,” Shin concluded.