JOLLIBEE Foods Corp. (JFC) on Tuesday said that its Smashburger brand was gaining momentum, posting a sharp turnaround in same-store sales and strengthening its growth pipeline through product innovation and franchise expansion.
In a disclosure, Jollibee said same-store sales for company-owned Smashburger stores improved from negative mid-teen levels at the start of its “Summer of Smash” campaign in the third quarter of 2025 to positive double-digit growth by March 2026, driven by higher transaction volumes.
Average daily sales also posted strong gains, supported by improved consumer response to refreshed positioning and value offerings.
Smashburger CEO Jim Sullivan said the increase in transactions reflected stronger customer engagement with its menu innovations and pricing strategy.
Recent initiatives included the return of the Colorado Smash burger alongside new offerings such as All-Angus Big Dog selections, customizable loaded sides and rotating limited-time shakes.
The brand also introduced a $4.99 value platform to attract more customers.
Jollibee said Smashburger’s performance was further boosted by partnerships aimed at strengthening brand relevance, including a collaboration with Major League Baseball’s Colorado Rockies for the 2026 season.
Franchise expansion was said to be also accelerating, with plans to open around 10 to 12 new stores in 2026 across both traditional and nontraditional locations, including airports and universities.
A newly opened franchised store in North Carolina has reported strong initial performance, signaling healthy demand, JFC said.
Nontraditional formats such as outlets in airports and sports venues continue to deliver solid returns, benefiting from high foot traffic and supporting increased franchise interest.
Jollibee Group International CEO Richard Shin said the brand’s improving performance highlighted its scalability and role in the group’s asset-light growth strategy.
“The sustained improvement in Smashburger’s performance reflects disciplined execution and a clearer value proposition in a competitive market,” Shin said.
Jollibee operates more than 10,000 stores across 33 countries and continues to expand its global footprint through a mix of company-owned and franchised brands.
The company’s shares slipped P2.40, or 1.48 percent, to close at P159.50 each on Tuesday.
NAZYLEN JOY MABANGLO
