Smashburger Hires Newcomer Agency Understory Amid Creative Revamp

Why It Matters

Aligning creative strategy with franchise expansion gives Smashburger a clearer market identity and positions it to capture younger, digitally native diners, a critical growth segment in the fast‑casual space.

Key Takeaways

• Understory, a brand‑new Denver agency, lands Smashburger as first client.
• Partnership targets unified branding across digital, social, and loyalty platforms.
• CEO Jim Sullivan pushes faster franchising, including non‑traditional locations.
• New logo, palette and “Belief is in the Bite” tagline launched.
• Understory positions itself as a modern alternative to legacy agency models.

Pulse Analysis

Smashburger’s recent branding reset reflects a broader industry shift toward cohesive, digitally focused identities. After acknowledging past inconsistencies, the chain rolled out a fresh visual system and a bold tagline, "Belief is in the Bite," to signal a return to its core promise of flavor‑forward, smashed‑patty burgers. These changes were designed to resonate with millennials and Gen Z consumers who prioritize authenticity and social‑media‑ready experiences. By standardizing its look and messaging, Smashburger hopes to strengthen brand recall across its roughly 300 locations and support upcoming menu innovations.

Enter Understory, a Denver‑born agency founded by former Karsh Hagan executive Darren Allison. With a lean team and a philosophy that challenges the "decaying legacy agency model," Understory’s mandate is to translate Smashburger’s refreshed brand into compelling digital and social content. The agency will oversee everything from campaign concepts to loyalty initiatives, ensuring that each touchpoint—from TikTok videos to in‑store signage—speaks with a unified voice. This integrated approach is intended to boost engagement among younger diners who discover food brands primarily online.

The timing aligns with CEO Jim Sullivan’s aggressive franchise strategy, which targets both traditional sites and non‑traditional formats such as airport kiosks and university campuses. A consistent, modern brand narrative is essential for attracting franchisees and maintaining consumer relevance as the chain expands. Moreover, the partnership signals to competitors that Smashburger is investing heavily in creative infrastructure, a move that could pressure other fast‑casual players to reevaluate their own agency relationships and digital tactics. In a market where brand perception can dictate foot traffic, the Understory collaboration may prove pivotal for Smashburger’s next growth phase.