Smashburger has promoted Jim Sullivan to CEO as the fast-casual chain looks to strengthen its market position and accelerate franchise-led growth.

The new chief brings more than 25 years of executive experience in restaurant development and franchising. Before joining Smashburger, he was chief development officer at QDoba and held senior roles at CKE Restaurant Holdings, Friendly’s Ice Cream, Modern Restaurant Concepts, and American Hospitality Concepts.

Sullivan, who joined the company as president in February, will oversee strategy and operations with a focus on brand repositioning, non-traditional formats, and enhancing the in‑restaurant experience.

“Jim brings decisive leadership, a clear vision, and a deep understanding of Smashburger’s position in the market,” said Richard CW Shin, CEO of Jollibee Group International and global chief finance and risk officer of Jollibee Group, Smashburger’s parent company

“He has already laid the foundation for a more focused brand that is delivering better food, a stronger guest experience, and renewed momentum across the system.”

The appointment follows several initiatives under Sullivan’s leadership, including the company’s largest-ever marketing campaign, ‘Summer of Smash’, the launch of a new value tier and menu items such as the Bacon Brisket Smash, as well as a return to unit growth with a recent opening at Detroit Metro Airport.

“With the strategic support of JFC, we are leveraging scale and operational flexibility to drive focused, capital-efficient growth,” Sullivan said.

“This is a brand built on craveable taste tailored to today’s consumer, and we’re building it to perform over the long term for our guests, our teams, and our franchisees.”