Fast-casual restaurant company Smashburger is appointing Kate Savelli as chief marketing officer. With over 20 years of experience in the restaurant industry, Savelli will lead brand, consumer, menu and partnership strategies designed to accelerate Smashburger's nationwide momentum. In addition, the company announced it has named Theresa Vitale as director of nontraditional franchise development and Jack Reed as vice president of Western operations. With these additions, Smashburger continues to strengthen its executive bench in support of deepening consumer connections and franchise expansion.

"Kate is a dynamic marketing leader with a strong track record of building brands, driving innovation, and powerful storytelling," said Jim Sullivan, chief executive officer of Smashburger. "Her strategic mindset and passion for the guest make her an outstanding addition to our leadership team as we continue to evolve the Smashburger brand and build on strong gains in average daily sales."

Savelli joins Smashburger following four years at Bagel Brands as director of brand and performance marketing, achieving double-digit unit count growth for Einstein Bros. Bagels in addition to leading digital guest experience evolution, media strategy and a multi-brand loyalty program. She also held marketing leadership roles at Cheddar's Scratch Kitchen and Darden Restaurants, leading fan activation for the brand's sports partnerships as well as menu innovation.

Smashburger's identity is firmly rooted in its traditional smashburger offering. Savelli said, "Most consumers don't realize how much more there is to explore beyond the burger. That's a powerful brief for a marketer and I'm here to make sure more people discover it, both within the markets we currently operate and those on the horizon."

Smashburger plans to open 12 locations in 2026. The company's appointments of Vitale and Reed support this growth plan.

Vitale, formerly with Inspire Brands, Caribou Coffee and Starbucks, has experience to accelerate expansion through nontraditional franchise channels, including travel, education and other alternative venue partnerships. Reed, who joins Smashburger from Bar Louie and Steak 'n' Shake, will oversee restaurant operations, market performance and regional growth initiatives across the Western United States.

Source: Smashburger