The new chief executive previously served as chief development officer.
By Andrew Carlo
Smashburger, the fast-casual burger brand, has a new chief executive officer.
The company announced today that it has promoted Jim Sullivan to CEO after serving as president of Smashburger since February. According to Smashburger, Sullivan will spearhead strategy and oversee all operations of the business, with a focus on brand positioning including franchising and non-traditional unit expansion.
Based in Denver, Colorado, Smashburger has 204 locations across 30 U.S. states and 7 countries, with 121 corporate locations and 83 franchised. The food and beverage brand is owned by Jollibee Foods Corporation, which completed its acquisition of Smashburger in 2018.
“Jim brings decisive leadership, a clear vision, and a deep understanding of Smashburger’s position in the market,” said Richard CW Shin, CEO of Jollibee Group International and global chief finance and risk officer, Jollibee Group. “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.”
Smashburger said Sullivan will be focused on accelerating franchise development, with an “emphasis on high-impact, non-traditional growth in venues such as airports and higher education.” The brand’s latest location opened last month in the form of a non-traditional footprint at Detroit Metropolitan Wayne County Airport (DTW). In recent months the company also introduced it largest brand campaign in company history—Summer of Smash—which introduced a new, everyday value tier and fresh menu items.
“Smashburger modernized the technique of smashing burgers and we’re reclaiming that leadership with intention and momentum,” 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 joined Smashburger as chief development officer in September 2024. The new CEO has more than 25 years of executive and restaurant development experience with previous roles at CKE Restaurant Holdings, Friendly’s Ice Cream, Modern Restaurant Concepts and American Hospitality Concepts.
In June, Smashburger confirmed that former CEO Denise Nelsen was no longer at the company. Nelsen was introduced as Smashburger’s CEO in March 2024 but was no longer with the company as of February of this year.
Jollibee Foods Corporation manages and operates a portfolio which includes 19 brands (Jollibee Group) with over 10,000 stores and cafés across 33 countries. The Jollibee Group’s portfolio includes nine wholly owned brands.
Franchise information for Smashburger can be found at smashburger.com/franchise-opportunity.
