Caulder Moore has designed a new retail environment and in-store communication for Smashburger to launch the US brand to the UK market for the first time. The first UK restaurant opened in Milton Keynes, with Brighton to follow in August 2016, and plans to open 35 sites over the next few years.
Rick Shaden and Tom Ryan founded the brand in 2007, as two men on a mission to create America’s perfect burger. Smashburger has a unique approach to the cooking process where 100% British beef is hand-formed into a meatball and smashed and seasoned on a hot buttered grill. The brand has grown to over 365 restaurants across 35 states in America, and seven countries.
The new restaurant is emblazoned with urban typography and icons which tell the heritage and story of the brand. It uses American street style references that are inspired by downtown meatpacking districts. An open kitchen allows diners to ‘see the smash’ which is crucial to the cooking process. Booths mix with seating areas to create a change of pace, for diners who want to stay longer.
A mezzanine floor creates height as a backdrop to the bold signage reinforcing the brand appeal – ‘smash. sizzle. savour.’ Floor to ceiling black and white photography depicting typical American urban scenes utilise the height, and staircases are modeled on iconic metal fire escapes. An industrial palette blends with authentic materials to communicate the aspirational urban American lifestyle.
“We have been planning an opening in the UK for a while and are pleased to have found the right location and design partner to help realise this expansion,” says Tim Lowther, MD of Smashburger UK franchise. “It is great to be able to share our concept with a market who are fast becoming burger connoisseurs.”
