Smashburger Builds Out Leadership Team With New CMO as It Eyes a Return to Growth

A Strategic Hire at a Critical Moment

Smashburger has named Kate Savelli as its new chief marketing officer, tasking her with leading brand, consumer, menu, and partnership strategies as the chain works to return to growth. Savelli brings more than 20 years of restaurant industry experience to the role, joining at a time when Smashburger is actively rebuilding its brand identity and pushing toward a unit count it hasn't held since before a prolonged period of store closures. Jim Sullivan, Smashburger's CEO, described Savelli as a dynamic marketing leader with a strong record of building brands and driving innovation, and pointed to her storytelling ability and focus on the guest experience as qualities that fit where the chain is headed.

What Savelli Brings to the Table

Savelli spent four years at Bagel Brands, where she served as director of brand and performance marketing and played a significant role in helping Einstein Bros. Bagels achieve double-digit unit count growth. During that time she also led an evolution of the brand's digital guest experience, oversaw media strategy, and managed a multi-brand loyalty program a broad scope that maps closely to what Smashburger needs right now. Her background also includes marketing roles at Cheddar's Scratch Kitchen and Darden Restaurants, giving her experience across both independent growth brands and large multi-concept operators. That range of experience matters for a chain that needs to think about brand awareness, digital reach, and franchise growth simultaneously.

A Brand Rebuild Already in Motion

Savelli is stepping into a brand overhaul that's already underway. Smashburger brought on Understory as its creative agency as part of a broader rebuild effort, with the agency focused on strengthening the chain's presence on digital channels and helping it connect with younger diners. In November, the brand rolled out a new logo, updated color palette, and a fresh ad campaign built around its flavor-forward menu positioning. The marketing infrastructure is being rebuilt from the ground up, and Savelli's arrival gives that effort a dedicated leader to drive it forward with a clear strategy rather than a series of disconnected initiatives.

The Unit Count Challenge

The numbers tell a straightforward story about what Smashburger is up against. The chain's location count fell below 200 in 2024, the result of years of gradual store erosion. The goal for this year is to open 12 new units, which would bring the system back closer to that 200-location mark. Getting back to growth after a prolonged contraction requires more than just signing new franchise deals it requires building the brand awareness and consumer demand that makes those new locations viable. That's where Savelli's work becomes directly tied to the unit growth strategy. Marketing and development aren't separate tracks at a chain in this position; they have to move together.

Two More Hires Rounding Out the Team

Alongside Savelli's appointment, Smashburger has made two additional hires that reflect the breadth of its current growth strategy. Theresa Vitale joins as director of nontraditional franchise development, bringing experience from Inspire Brands, Caribou Coffee, and Starbucks. Her background in growing chains through nontraditional channels airports, stadiums, college campuses, and similar venues opens up a development path that doesn't rely solely on traditional freestanding locations. Jack Reed has been named vice president of western operations, taking responsibility for restaurant operations, market performance, and regional growth initiatives across the western United States. Reed previously held operational roles at Bar Louie and Steak 'n Shake, giving him a foundation in both casual and quick-service environments.

What the Hires Signal About Smashburger's Direction

Taken together, the three appointments paint a clear picture of where Smashburger is focusing its energy. The CMO hire addresses brand awareness and consumer connection. The nontraditional franchise development role opens new channels for unit growth beyond conventional real estate. The western operations hire ensures the existing and incoming locations in a key region are being run and grown with dedicated attention. For a chain working its way back from a difficult stretch, getting the leadership structure right is as important as any individual initiative. Smashburger is building the team it needs to execute on a return to growth now the work is in delivering on it.

A Strategic Hire at a Critical Moment

What Savelli Brings to the Table

The Unit Count Challenge

Two More Hires Rounding Out the Team

What the Hires Signal About Smashburger's Direction