Fastfood chain operator Jollibee Foods Corp. said Thursday it opened a new branch of Smashburger, its US-based fast casual better burger restaurant, in Brooklyn, New York.
Jollibee said in a statement the Smashburher’s new store, the brand’s largest launch opening, was in line with expansion plans in North America.
The opening of the new store exceeded sales and profit targets, which prompted the company to open more stores this year, it said.
"We are delighted to see the community's warm reception to Smashburger in King's Highway, Brooklyn, New York," said Rowel Vijandre, president of Jollibee Group North America.
"Smashburger's growth momentum remains strong, with same-store sales growth in high double digits and new store openings having sales two to three times higher than the average of other stores. We look forward to sustaining this as we open more stores in 2021,” Vijandre said.
The location on Kings Highway is the first branch in the area to unveil the brand's new look and ambiance that elevates the fast-casual dining experience for guests.
The store's interior features an exposed kitchen, with the grill as the main focal point, to allow guests to see how menu favorites are cooked and prepared.
"Brooklyn’s creative energy and cultural diversity have made way for a spirited food scene, which is why we decided to open our newest, state-of-the-art concept in the dynamic borough,” said Carl Bachmann, president of Smashburger.
“We look forward to being at the heart of this bustling area and continuing to be the ultimate go-to place for not only a craveable burger, but also breakfast for families of all ages,” Bachmann said.
Smashburger intends to open at least 20 new stores this year as part of the Jollibee Group’s aggressive expansion program in North America, consistent with its vision to become among the top five restaurant companies in the world.