BIZ BUZZ: American burger bet pays off

It looks like fast-food giant Jollibee Foods Corp. (JFC) has finally found its groove in the American burger scene.

Its US hamburger chain Smashburger—once weighed down by weak store performance—is now staging a comeback, with same-store sales swinging to positive double-digit growth as of March 2026.

That’s a sharp turnaround from the negative mid-teen slump seen when its “Summer of Smash” campaign first rolled out in 2025.

The secret sauce? More customers walking through the doors. JFC said higher transaction volumes powered the rebound, suggesting that diners are responding well to the brand’s refreshed positioning and value-focused menu.

Smashburger didn’t stop at pricing tweaks. It doubled down on product innovation—bringing back fan favorites like the Colorado Smash while rolling out new items such as All-Angus Big Dog selections and customizable Loaded Sides. Limited-time shakes also helped keep the menu fresh and buzzworthy.

Then there’s the $4.99-value platform, which appears to be hitting the sweet spot for budget-conscious consumers. Combined with menu upgrades, this has driven high-teen growth in transactions and average daily sales across company-owned stores.

JFC is also playing the long game. Smashburger is expanding its footprint through franchising, targeting 10 to 12 new stores this year, including high-traffic locations like airports and universities.

Add partnerships—like its tie-up with Major League Baseball’s Colorado Rockies—and you get a brand trying to stay relevant both on and off the field.

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For JFC, Smashburger is shaping up to be more than just a turnaround story. It’s becoming a key piece of its “asset-light” global growth playbook—one burger at a time.

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