Beyond burgers, what other menu items does Smashburger offer to its customers?

In addition to beef and turkey burgers, Smashburger's menu includes grilled or crispy chicken sandwiches, black-bean burgers, salads, side items, and hand-spun Haagen-Dazs shakes.

Food

Jollibee craves for more stake in Smashburger

By Rajiv MenonPhilippines

1 min readUpdated Jun 4, 2025Feb 15, 201812:00 AM

In this article (5)

Jollibee Foods Corporation has agreed to acquire an extra 45 per cent of the US Smashburger brand for US$100 million, giving it a controlling stake of 85 per cent.

“Jollibee has been an invaluable strategic partner,” says Smashburger co-founder/CEO Tom Ryan.

His company last year launched and sold nearly 2 million Triple Double Burgers, setting record levels of mix, sales and traffic. The company also launched the Smash Pass, a subscription-based loyalty program.

Smashburger CFO Bradford Reynolds says Jollibee’s majority stake in Smashburger positions the brand for continued growth, particularly in Southeast Asia.

As well as beef and turkey burgers, Smashburger offers grilled or crispy chicken sandwiches, black-bean burgers, salads, side items and hand-spun Haagen-Dazs shakes. For each market, the menu includes locally inspired items as well as local craft beer. Launched in 2007, the chain now has more than 360 corporate and franchise restaurants in 38 states and nine countries.

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What this means

Jollibee's strategic move to full control of Smashburger signals a clear intention to accelerate its global diversification and replicate past successes. Unlike its 2024 acquisition of a 70% stake in Compose Coffee, this 85% holding allows Jollibee to fully integrate and direct Smashburger’s promising growth, using its established presence in nine countries. This solidifies Jollibee's position against competitors expanding regionally, such as Panpuri's 16-store Asian rollout, by fortifying its Western brand portfolio. The primary risk lies in translating the US brand's recent success, like its 2 million Triple Double Burgers sold, into diverse Asian markets. We anticipate monitoring Smashburger's initial Southeast Asian market entry announcements.

Rajiv Menon · Retail News Asia newsroom

Questions & Answers

What is Jollibee's total ownership percentage in Smashburger after this acquisition?

Jollibee's ownership in the US Smashburger brand will increase to a controlling stake of 85 per cent after acquiring an additional 45 per cent.

What initiatives has Smashburger recently undertaken to boost customer engagement?

Smashburger recently launched the Triple Double Burger, selling nearly 2 million units, and introduced the Smash Pass, a subscription-based loyalty programme for customers.

In which regions does Smashburger anticipate significant growth following Jollibee's increased stake?

Smashburger's CFO Bradford Reynolds indicated that the brand is positioned for continued growth, with a particular focus on expansion within Southeast Asia.

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