BIZ BUZZ: Smashburger finds its sizzle

Jollibee Group’s Smashburger may finally be getting some extra sizzle.

The US burger chain posted 7-percent same-store sales growth in the second quarter, as improvements in its digital channels, restaurant operations and customer experience started translating into stronger sales.

Company-owned restaurants did even better, recording 13.1-percent restaurant-based sales growth. Delivery sales at these stores surged 40.8 percent during the quarter.

The numbers come after Smashburger spent the past 12 to 24 months strengthening its fundamentals, including third-party delivery execution, targeted pricing, field leadership and staff training.

Customer sentiment also improved across hospitality, order accuracy, speed, food quality and pricing value, while net promoter scores hit record levels.

That turnaround effort is getting noticed: Smashburger recently ranked No. 2 in Reviewed’s Readers’ Choice Awards for Best National Burger Chain of 2026.

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For Jollibee, which has been working to strengthen Smashburger within its global portfolio, the latest numbers suggest its better-burger bet is starting to pack more bite.

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