Jollibee flags double-digit growth for Smashburger on back of value platform push

Jollibee Foods Corporation has reported a strong turnaround in performance for its Smashburger brand, driven by menu innovation, sharper value positioning, and an expanding franchise footprint.

The update signals a shift in trajectory for Smashburger following the launch of its “Summer of Smash” campaign in the third quarter of 2025. Same-store sales for company-owned outlets have rebounded from negative mid-teen levels at the start of the campaign to positive double-digit growth by March 2026, supported by rising transaction volumes.

At the same time, average daily sales have strengthened, reflecting improved consumer response to the brand’s repositioning and more competitive value offerings.

Don't miss: Jollibee's National Day of JOY brings happiness to homes across the Philippines

“We’re seeing a clear shift in consumer response, with higher transaction volumes reflecting improved relevance in our menu innovations and value offerings,” said Jim Sullivan, CEO of Smashburger. “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.”

Product and pricing strategy drive traffic

The brand’s recovery has been underpinned by a dual focus on product innovation and accessible pricing. Smashburger has posted high-teens growth in both transaction volumes and average daily sales, supported by the rollout of its US$4.99 value platform.

Menu updates have played a central role, including the return of the Colorado Smash and the introduction of new items such as All-Angus Big Dog selections, customisable Loaded Sides, and rotating limited-time shakes such as Chocolate Chip Cookie Dough and Mint Oreo.

The emphasis on product quality has also gained external validation, with Smashburger ranked the top brand among seven chains for smashburger cheeseburgers by Eat This, Not That!, reinforcing its positioning in a crowded fast-casual segment.

Beyond menu and pricing, Smashburger is investing in experiential marketing to deepen local relevance. The brand’s partnership with the Colorado Rockies for the 2026 season marks its first official collaboration with a Major League Baseball team.

The tie-up includes in-stadium visibility, ticket-linked promotions tied to home runs, and in-store activations across Colorado – efforts designed to connect with consumers in high-engagement environments and drive incremental traffic.

Franchise expansion supports asset-light growth

Franchising remains a key pillar of Smashburger’s growth strategy, with plans to open approximately 10 to 12 new locations in 2026 across both traditional and non-traditional formats.

Recent expansion includes sites in high-footfall environments such as airports and universities, where captive audiences and consistent traffic are delivering strong returns for franchisees. A newly opened franchised store in Huntersville, North Carolina, has already shown encouraging early performance.

“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. 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 portfolio,” said Richard Shin, CEO of Jollibee Group International.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

Related articles:
Jollibee's Highlands Coffee explores Vietnam IPO to unlock shareholder value
Jollibee brings floral spectacle and campus cheer to Panagbenga 2026
Jollibee surprises thousands of commuters nationwide with upgraded Yumburger push