WINNING | Smashburger builds buzz as sales gain ground

Insider Spotlight

• Smashburger grew Q2 same-store sales by 7% as digital execution and restaurant operations improved
• Company-owned restaurants led growth, posting 13.1% sales growth and a 40.8% jump in delivery sales
• Guest sentiment strengthened across key measures, alongside record net promoter scores
  
  
  

Smashburger is building customer momentum as stronger digital execution, restaurant operations and guest experience helped lift same-store sales by 7 percent  in the second quarter of 2026, a Jollibee Group company release showed.

That momentum is getting noticed. Smashburger ranked No. 2 in the Reviewed Readers’ Choice Awards for Best National Burger Chain of 2026, adding consumer validation as the fast-casual brand works to strengthen its restaurant economics.

By the numbers

Company-owned restaurants delivered 13.1 percent restaurant-based sales growth in Q2, while delivery sales at company-owned locations jumped 40.8 percent, supported by stronger execution across digital aggregator channels.

“Smashburger’s recent performance shows progress in the areas that matter for the brand: stronger customer response, better restaurant execution, and improving guest feedback,” said Richard Shin, chief executive officer, Jollibee Group International, and global chief financial and risk officer, Jollibee Group. 

“Our aim is to continue translating these improvements into more consistent performance and stronger restaurant economics.”

What changed

Over the past 12 to 24 months, Smashburger has focused on strengthening its business fundamentals, including third-party delivery visibility and execution, targeted pricing, field leadership and training around hospitality, speed of service and order accuracy.

The company said those efforts are showing up in customer feedback. Smashburger saw improvements across hospitality, order accuracy, speed of service, food quality, food safety and pricing value in Q2, while also recording record-breaking net promoter scores.

“Our food has always had the ability to lead in the segment when executed consistently,” said Jim Sullivan, chief executive officer of Smashburger. 

“What we are focused on now is pairing that product strength with better execution across the guest experience — from hospitality and speed to order accuracy. The customer feedback we are seeing gives us confidence that the work is resonating.”

What’s next

 Smashburger plans to build on its Q2 momentum by strengthening dine-in and traditional to-go channels, improving operational consistency and sharpening its quality-led value positioning.

Why it matters 

Stronger sales and guest sentiment, now reinforced by consumer recognition, suggest Smashburger’s focus on restaurant fundamentals is translating into greater customer traction. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma