In a pivotal move for the brand, Smashburger—now under the Jollibee Foods umbrella—has promoted Jim Sullivan to CEO, with immediate effect. Previously serving as President since February, Sullivan assumes the top leadership role as Smashburger seeks to reignite its franchise momentum and sharpen brand differentiation.
Sullivan’s promotion comes at a time when Smashburger is navigating a challenging landscape. The chain has reduced its global footprint from around 335 locations at its 2018 peak to approximately 204 today. His ascension signals a deliberate push to reverse this contraction through strategic clarity and reinvestment.
“Jim brings decisive leadership, a clear vision, and a deep understanding of Smashburger’s position in the market,” Richard CW Shin, CEO and global chief finance and chief risk officer of Smashburger parent company, Jollibee Group International, said in a statement.
Under Sullivan’s stewardship as President, the brand rolled out its largest-ever marketing campaign—“Summer of Smash”—launched a value-oriented menu tier, and introduced bold menu innovations like the Bacon Brisket Smash. These efforts coincided with the reopening of unit growth, marked by a new Smashburger location at Detroit Metro Airport.
Smashburger’s parent company, Jollibee Group, sees in Sullivan the strategic leader who can channel brand quality, guest experience, and capital-efficient growth. Richard CW Shin, CEO of Jollibee Group International, lauds Sullivan’s decisive leadership and deep market understanding.
With more than 25 years in restaurant development—having held senior roles at Qdoba (as Chief Development Officer), CKE Restaurant Holdings, Friendly’s Ice Cream, and others—Sullivan brings a track record of scaling high-growth systems.
As Smashburger and its franchise partners enter this new chapter, Sullivan’s leadership will be measured by franchise growth and the chain’s ability to reclaim its edge in fast-casual burger leadership.
