Smashburger has appointed Jim Sullivan as its new chief executive officer.

Sullivan, who joined the fast-casual burger chain as president in February, will now lead overall strategy and operations, with a focus on brand positioning and renewed growth through franchising and expansion into non-traditional venues such as airports and universities.

With more than 25 years in restaurant leadership, Sullivan previously served as chief development officer at Qdoba Mexican Eats and has held senior roles at CKE Restaurant Holdings, Friendly’s Ice Cream, Modern Restaurant Concepts and American Hospitality Concepts.

The move follows what Smashburger described as six months of “strategic progress,” including its largest-ever marketing push, the Summer of Smash campaign, the launch of a new value menu and items like the Bacon Brisket Smash, and new unit openings such as its Detroit Metro Airport location.

Richard CW Shin, CEO of Jollibee Group International, Smashburger's parent company, said: "Jim brings decisive leadership, a clear vision and a deep understanding of Smashburger's position in the market".

"He has already laid the foundation for a more focused brand that is delivering better food, a stronger guest experience and renewed momentum across the system. With Jim at the helm, I believe we are entering a new chapter of opportunity for Smashburger – one rooted in a strong guest connection and a relentless drive to win."

Sullivan added: "Smashburger modernised the technique of smashing burgers and we're reclaiming that leadership with intention and momentum. Our bold flavour, elevated guest experience and operational discipline give us a distinct edge in a crowded space."

"With the strategic support of JFC, we are leveraging scale and operational flexibility to drive focused, capital-efficient growth. This is a brand built on craveable taste tailored to today's consumer and we're building it to perform over the long-term for our guests, our teams and our franchisees."

Top image: © Smashburger