Smashburger, an upscale Denver burger chain created by the founder of Quiznos, will expand nationally to California, including Orange County.
“We would view Orange County as a pretty large opportunity,” said David Prokupek of Consumer Capital Partners, the Denver firm that owns the four-unit Colorado chain. “We’re starting to map that market.”
Smashburger uses fresh, Angus beef that’s “smash-grilled” to seal in flavors. Diners can order classic combinations such as Mushroom Swiss burger or they can build their own meal from a handful of toppings, and bun choices (see above photo.)
For fans of The Counter (locations in Irvine and Santa Monica), Smashburger seems like an identical concept. (A quick comparison of the menus shows that The Counter has many more choices for gourmet sauces, cheeses and toppings.)
Quiznos founder Rick Schaden was not available for an interview. However, I talked to his associates at Consumer Capital Partners: Prokupek and Tom Ryan. The firm has raised $15 million to grow Smashburger to as much as 500 units nationally.
Since they are eyeing SoCal, I had to ask the partners if they’ve heard of The Counter, which opened its first upscale burger joint in Santa Monica in 2003. (Smashburger launched its first restaurant in 2007.)
“They have a good burger,” Prokupek said reluctantly, during a phone interview last week.
I asked Liam Carroll, who owns the franchise rights to build The Counter in Orange County, if he’d heard of Smashburger. He said, “No.”
Needless to say, Carroll’s curiosity of Smashburger elevated when I told him that the chain plans to march into his territory.
“I have to find out more,” said Carroll, an Orange County native.
Read on for more Smashburger highlights:
- Burgers are served on a buttery, artisan egg-toasted bun
- Made with Angus beef that’s smashed on a grill to sear and seal in flavors
- Signature burgers available, or you can build your own burger using various toppings.
- Salads, chicken and chili also available. (Sorry. No turkey burgers)
- Fried, haystack onions, veggie frites
- Shakes/floats/malts made from Haagen-Dazs ice cream
- Owners plan to build up to 500 units across the U.S. over the next three to five years. It’s unclear when they’d hit O.C., but they’re scouting lifestyle retail centers with high, foot-traffic.
- Restaurants size: 2,000 square feet with seating of up to 60 people.
- Average, per person check: $8.50. (The Counter’s average check, by the way, is $12.50)
I guess I’m getting old or something, but it kills me how every couple of years there’s a new ‘trend’ in restaurants. Gourmet burgers seems to be the trend right now. What’s the point of this Smashburger place? What a gimmick that they ’smash’ the burger on the grill. With The Counter, Topz, etc. already opened, why bother with this place. It’s JUST a burger!
Too funny.
My god, do we really need ANOTHER fast casual/casual concept in this market?
I hear you no_vaseline
I’ll stick with In-n-Out, Fuddruckers or Knowlwoods.
[...] Quizno’s founder is bringing Smashburger to LA. [...]
I thought conventional burger wisdom was that compressing the meat would cause it to be less juicy, not more. Nancy, maybe you can find a real chef to comment on that
Well isn’t that just wonderful. Rich Schaden continues to get rich while all the franchisees that have bought from him, Quiznos and 123 fit, continue to go bankrupt and homeless. I think everyone should boycott anything that has Rick Schaden’s name attached to it. He started the 123 fit franchise in 2005. And since then over 30 clubs have closed. And he could careless. He just moves on to another investment. Lets see….who can he screw next!
Sick of Rick Schaden is right. They plan on franchising soon so buyer beware. Quiznos sucks.
If the beef is not organic, kosher or privately raised/slaughtered, you DO NOT want to eat it. Why risk mad cow or other problems? 100% beef does not mean 100% GOOD beef. Feed your Republican friends Bush Beef but no one else who you love (including yourself) should think about eating from any of these overpriced places that don’t have enough sense to use GOOD beef.
Now if you come up to Oregon, we don’t screw around. Eat at Burgerville (twice the place I-N-O is) or at McMenamins, which puts to shame all the fancy-schmancy SoCal joints. They serve Country Natural Beef. It’s SAFE. The price of a patty went up a nickle for Burgerville to go with GOOD beef. Wow, can the corporate greedheads spare a nickle to serve you the public GOOD beef? Of course not but they can tell you all about Jesus….LOL!