Colorado Technical University
Phase 5 Individual Project
Executive Summary: In this section I will highlight the key points of Smashburger’s plan.
Smashburger is a rapidly expanding burger restaurant concept; they have announced a summary of its 2011 accomplishments and their marketing and expansion plans for 2012. Opening their first location in 2007 and growing rapidly ever since, now in 2011 Smashburger had yet another successful year of growth and consumer acceptance. Smashburger is quickly gaining national recognition for its juicy handmade burgers that are smashed fresh and served delicious, along with its localized recipes that celebrate regional taste profiles in each of the new markets it opens. In 2011, Smashburger was also recognized with a number of prominent industry awards, including being named ‘America’s Most Promising Company’ by Forbes magazine, ranking number 99 on the annual Inc. 500 list of the nation’s fastest-growing private companies and receiving the 2011 International Council of Shopping Centers ‘Hot Retailer Award. ’Smashburger (n.d.) Smashburger has hired a marketing firm to help with their expansion efforts in order to also bring in more advertising to get their name out through the US and abroad. Situational Analysis: I will now explain to you the target market segments, which include details about Smashburger’s demographics, psychographics, current environments and the industry trends.
Smashburger is a place that is close to home, affordable, and has something for anyone of all ages from; beef, chicken, hot dogs, salad and even vegetarians have something to eat at Smashburger. Smashburger certainly does not discriminate. Smashburger emphasizes the fact that all the ingredients and products they serve are free of MSG and contain no hydrogenated fats or oils unlike their competition seems to have during their preparation of the products they offer. Smashburger’s food also has no trans fats, except for those items which occur naturally. The atmosphere of a Smashburger restaurant has a high energy level, yet is comfortable and relaxed so no one feels rushed. It makes for a great place to eat during any time of the day for lunch or dinner. Smashburger is currently located in nineteen different states in the U.S. and each Smashburger location is currently in strip malls. Smashburger only allows a franchise to be located in the following areas with the following criteria’s. Within a major metropolitan the market preferences traffic Count needs to be 50,000 cars daily and 75,000 employees within a 3 mile radius. The population needs to be 75,000 within a 3 mile radius. The secondary market preferences traffic count to be 30,000 cars on a daily basis and employees within a 3 Mile Radius to be 40,000. The population within a 3 Mile Radius needs to be 50,000 with an average household income in a 3 Mile Radius of $60,000. The franchise also must not be in a close proximity to QSR Burger, adult Casual burger, or any fast casual competitors. Smashburger (n.d.) Product Strategy: Here I will go into the products that are being sold at Smashburger and provide you with a description of those products, and their features and benefits.
Smashburger only uses the freshest ingredients and top quality cheeses and makes their own specialty sauces. Smashburger only believes in using fresh 100% certified Angus beef never frozen and made to order. They also have included on their menus a veggie burger, chicken sandwich, salads, hotdog, gourmet fries. Smashburger’s shakes our made with rich creamy Haagen-Dazs ice cream. Each Smashburger restaurant in each of the specific markets, offer a local burger on its menu. Smashbugers hottest sellers are the localized burgers along with their Smashchicken sandwiches. A few of the examples of the local burgers include: The Minneapolis Twin Cities Smashburger has layers of melted cheddar bar...