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Fast-casual operator Smashburger® has unveiled a significant menu expansion designed to drive footfall during the winter months, introducing a new "Scorchin'" lineup that integrates spicy profiles with comfort food staples.
The launch reinforces the brand's commitment to flavour innovation while addressing the critical "value" equation currently dominating the QSR sector. The new range features a cross-category rollout, applying the heat profile to burgers, hot dogs, and chicken.
The 'Cheesy Mac' Patty
A key differentiator in this launch is the introduction of a "crispy Scorchin' hot cheesy mac patty," which is utilised as a topping across multiple SKUs to add texture and heat.
The Scorchin' Lineup:
🍔🧀 Scorchin' Cheesy Mac Smash®: The brand's signature Certified Angus Beef® burger topped with American cheese, the new crispy hot cheesy mac patty, and spicy chipotle mayo on a Kerry Butter toasted bun.
🌭🔥 Scorchin' Big Dog®: A quarter-pound 100% Angus Beef hot dog featuring a unique preparation method where the cheesy mac patty is smashed directly on the grill to conform to the bun, finished with spicy chipotle mayo.
🍗🥒 Scorchin' Chicken Smash®: A seasoned ground chicken burger paired with pepper jack cheese, pickles, and mayo on a butter-toasted bun.
The menu is complemented by side extensions, including Scorchin' Fries, Tots, and Tenders. For consumers seeking comfort without the spice, non-spicy "Cheesy Mac" versions of the main items are also available.
Smashburger is aggressively targeting the value-conscious consumer by expanding its $4.99 All‑The‑Time Value Menu. The new Scorchin' Chicken Smash has been added to this tier, offering a premium flavour profile at an accessible entry price point.
Tom Ryan, Founder of Smashburger, described the culinary approach:
"These new creations bring the bold heat and flavour our guests expect, giving them the 'Burn with Benefits' experience by enjoying the kick of our signature spices along with the rich, satisfying flavour that defines Smashburger... And with the addition of our new Cheesy Mac, we've taken things up another notch."
Jim Sullivan, CEO of Smashburger, emphasised the business strategy behind the launch: "The Scorchin' lineup represents more than just new menu items. It's a reflection of our strategy to meet evolving guest expectations and drive them back into our restaurants. We're reclaiming our position as the flavour leader in fast casual by delivering bold innovation and uncompromising quality in every bite."
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