Smashburger, a fast-casual restaurant chain known for its smashed burgers, has promoted Jim Sullivan to CEO, focusing on brand repositioning and franchise expansion.

Sullivan, who had served as president since February 2025, will now lead the company's strategy and oversee all operations.

The restaurant chain said Sullivan’s focus will be on brand positioning, a return to category leadership, and growth via franchising and non-traditional unit expansion.

The appointment of Sullivan as CEO marks a significant milestone for Smashburger, showcasing the strategic advancements the company has made in the past six months.

The company’s advancements include the launch of the 'Summer of Smash' campaign, the introduction of a new value tier, menu innovations like the Bacon Brisket Smash, and the opening of a new location at Detroit Metro Airport.

The company notes that the initiatives have led to higher guest satisfaction scores, improved operational performance, and sustainable growth.

Smashburger is a wholly owned subsidiary of restaurant firm Jollibee Foods Corporation (JFC).

In his new role, Sullivan also plans to reinvest in the in-restaurant experience, recognising its importance as a differentiator in the competitive market.

Sullivan said: "Our bold flavor, 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.”

Sullivan brings more than 25 years of executive and restaurant development experience to his new role as CEO. Prior to joining Smashburger, Sullivan was the chief development officer at QDOBA, where he managed global expansion and new restaurant development.

Smashburger is known for its Certified Angus Beef burgers, which are smashed on the grill to lock in flavor and create a signature sear.