How Smashburger's Cofounder Designed Iconic Foods Without Generational Bias

You won't see any trendy Labubu-themed campaigns from Smashburger soon.

The Denver-originated brand is gearing up for its 'Summer of Smash' menu debut on July 22, bringing back the Smoked Brisket Bacon Smash alongside new attractions priced under $4.99. Despite their inclusion of trend-riding items like hot dogs, cofounder Tom Ryan emphasizes that their R&D avoids chasing generational whims.

"It frustrates me when you hear usually younger individuals, probably around 28, focusing on Gen Z and millennials," Ryan told Business Insider. "What happens when they mature? It’s inevitable that their priorities will shift."

Known for masterminding the McGriddle and Pizza Hut's Stuffed Crust Pizza, Ryan has observed brands getting locked into temporary trends aimed at younger crowds instead of crafting enduring classics that withstand time.

Establish and Commit to Your Audience

Although Ryan considers the typical age demographic of customers, the seasoned expert takes a historical perspective on menu development rather than pandering to the latest Gen Z craze or the most popular generation in vogue at any given moment.

According to Ryan, "Product design begins with understanding your audience and how to communicate with them." His aspiration with Smashburger, right from its inception in 2007 to sustaining its relevance through 2025, is to target a mindset akin to an aspirational 32-year-old.

Ryan believes early 30s consumers are culturally savvy and have disposable income, so designing for them fosters innovation that also appeals to diverse age segments. Whether one is 23 or 45, having the vitality of a 32-year-old is the hidden key he targets.

Innovation Driven by Timelessness

"Keeping up with fleeting trends isn't our focus; rather, it's about flavor refinement and staying modern without being tied to any specific period," Ryan stated. Although hot dogs are 'in,' their new Big Dog offerings embrace a classic taste profile while reflecting contemporary pizzazz.

Smashburger's latest Big Dog array features an 'Americana' style with condiments reminiscent of a classic American summer, along with variations like 'Bacon Cheese' and 'Chili Cheese.' Although these hot dogs are unmistakably not your grandpa's fare, they're loaded with timeless favorites.

"Although aesthetics and presentation may evolve, the essence of flavors remains largely traditional," Ryan concludes. While popularity might surge around certain foods such as hot dogs, Ryan banks on timeless taste ensuring they endure beyond passing fads.