Smashburger Bets on New Agency for Major Digital Brand Overhaul

DENVER, CO – April 13, 2026 – Smashburger, the fast-casual chain that helped popularize the smashed burger technique, announced today it is partnering with the modern creative agency Understory to spearhead a significant revitalization of its brand identity and digital marketing strategy. The move signals a determined effort by the company to reclaim its narrative and amplify its voice in the fiercely competitive restaurant landscape.

This collaboration is designed to infuse Smashburger's marketing with fresh creative energy, enhance customer engagement, and fuel a long-term growth strategy. According to the announcement, Understory will be tasked with a wide range of initiatives, including brand and narrative development, digital and social content creation, and crafting new approaches to guest loyalty storytelling.

"We're entering a pivotal chapter for our brand," said Tom Ryan, Founder of Smashburger, in a statement. "As we scale, we need a partner who understands not just where we are, but where we're going. Understory brings a modern, energetic approach to brand building that matches our ambition."

A Brand Rebuilding for the Future

The partnership arrives as Smashburger navigates what it calls a "larger rebuild." Industry observers note the brand has experienced shifts in focus following several executive changes in recent years. This new strategic alignment with Understory is the latest, and perhaps most critical, step in a concerted effort to modernize and unify its market presence.

The push for a refresh began in earnest last November when the company unveiled a new logo, a bolder color palette, and a campaign centered on the tagline "Belief is in the Bite." That initial phase, developed with a different agency, aimed to re-center the brand on its core promise of a flavor-forward, high-quality product. Now, by bringing in Understory, Smashburger is clearly focused on translating that core message into a cohesive and culturally relevant digital experience, particularly to capture the attention of younger consumers. The goal is to move beyond past successes, such as its 2015 #SinCitySurvivalTips campaign that garnered millions of impressions, and build a sustained, contemporary digital ecosystem.

A High-Stakes Bet on a New Model

The choice of Understory is itself a significant part of the story. The agency is a relative newcomer, founded by industry veteran Darren Allison, who has publicly critiqued what he calls the "decaying legacy agency model." Understory positions itself as a nimble, strategy-led alternative built for agility and cultural insight. With Smashburger as its first major publicly announced client, the partnership represents a high-stakes test for both companies.

For Smashburger, it's a bet that a fresh, unencumbered perspective can break through the noise. For Understory, it's a chance to prove its disruptive model on a national stage. The agency's mission is to help brands find clarity and turn it into action, a philosophy that appears to resonate with Smashburger's current needs.

"In this industry, relevance is earned through agility, cultural resonance, and storytelling that feels real," stated Darren Allison, Founder of Understory. "Smashburger has the passion, the purpose, and the leadership to stand out. We're energized to help accelerate that momentum, sharpening how the brand shows up, amplifying its connection with guests, and fueling the next chapter of growth with creativity and clarity."

Navigating the Digital Fast-Casual Battlefield

This strategic pivot is not happening in a vacuum. The fast-casual dining segment, after a decade of explosive growth, is now a mature and saturated market where digital prowess is paramount. Brands like Shake Shack and Chipotle have set a high bar, mastering the art of engagement on platforms like TikTok and Instagram, leveraging data-driven loyalty programs, and creating seamless omnichannel experiences from app to in-store pickup.

To compete effectively, a strong presence on digital channels is no longer optional. Today's trends are driven by short-form video, user-generated content that provides social proof, and a demand for authenticity that humanizes the brand. Consumers, especially Gen Z, are looking for more than just a meal; they seek "exciting and adventurous taste experiences that tell a story," a trend that has given rise to "swicy" (sweet and spicy) and "swalty" (sweet and salty) flavor profiles. Understory's mandate to overhaul digital content and guest engagement seems directly aimed at tackling these modern consumer expectations head-on. The challenge will be to craft a narrative that feels authentic to Smashburger's 2007 roots while resonating with an audience that lives on their phones.

The Power of a Global Parent Company

Underpinning Smashburger's ambitious renewal is the immense strategic and financial power of its parent company, Jollibee Foods Corporation (JFC). The global restaurant giant, which operates over 6,500 stores worldwide, is in the midst of an aggressive digital transformation aimed at achieving "Mainstream Dominance" and becoming one of the top five restaurant companies globally.

JFC's strategy is heavily reliant on technology, with a stated goal of moving 40% of its sales to a proprietary, AI-driven app. The corporation is investing heavily in an omnichannel framework that blends physical stores with high-tech digital touchpoints, from smart kitchen technology and predictive inventory to sophisticated loyalty programs. This top-down push for digitalization provides crucial context for Smashburger's partnership with Understory. The move is not an isolated initiative but a key component of a much larger corporate vision. By modernizing its brand and digital channels, Smashburger is aligning itself with its parent company's global ambitions, ensuring it has the resources and strategic backing to execute a comprehensive and impactful transformation.

As the collaboration gets underway, the industry will be watching closely. The partnership between the established burger chain and the ambitious new agency will serve as a compelling case study in brand evolution. The ultimate measure of success will be whether this renewed focus on storytelling and digital connection can translate into a stronger brand, deeper customer loyalty, and a larger share of the modern diner's appetite.