Smashburger, the 143-unit fast-casual concept that plays in the better-burger segment, debuted a burger-and-beer pairing menu in two Denver-area locations that involves brews from nearby New Belgium Brewing Co. The initiative speaks to Smashburger Founder and Chief Concept Officer Tom Ryan’s mission to continually elevate the burger occasion, further differentiate Smashburger and strengthen the brand’s alignment with the growing craft beer trend.
The menu pairs nine Smashburger items, including several new sandwiches, with five different New Belgium brews. It was introduced at an in-store event by Ryan and Lauren Salazar, sensory specialist at New Belgium. Ryan spoke with Technomic TAB about the new program.
What was the genesis of this beer pairing menu?
First and foremost, we were born with beer. Our original concept takes an occasion-based perspective on designing aspects of Smashburger, and we wanted to make sure we were relevant for the beer-and-burger occasion. It’s a real point of differentiation, having beer.