Smashburger Joins the Battle for Gourmet Burgers

The day before Smashburger’s December 11 opening in Bethesda, I was invited to a media preview event. In the interest of full disclosure, I can confirm that I am more than willing to blog in return for hamburgers. So, off I went to sample a number of Smashburger’s signature burgers and chicken sandwiches. If you are a burger aficionado — or simply burger-curious — I can highly recommend Smashburger.

Smashburger’s Stacie Lange — who did a great job of presenting each of the sandwiches to us — was frank in saying that Smashburger had identified the same market demand for “better burgers” that had been pioneered by Washington’s Five Guys chain. Despite a number of competitors including Z-Burger and Shake Shack, Lange believes the market is big enough for all of them. She also described what distinguishes Smashburger from the others.

Smashburger’s name comes from the cooking method employed that involves “smashing” a ball of ground beef. These balls, made of fresh, never-frozen Angus beef, are “smashed” with a special utensil that both flattens the meat on the grill and surrounds it to seal in the juices. This results in a very juicy and tasty burger. Smashburger emphasizes fresh ingredients and, when possible, locally sourced items.

But, Smashburger is more than just burgers. The menu also includes several SmashChicken sandwiches. The marinated grilled chicken, which is very thin to allow the juices to be sealed in while cooking, was delicious. A spicy black bean burger is available. We had it with pepper jack cheese, guacamole, chipotle mayo and fresh jalapeños on a chipotle bun. Either chicken or the black bean burger can be substituted for beef in any of the specialty sandwiches. A selection of fresh salads are also offered.

Another way that Smashburger differentiates itself is by establishing local connections. While most of the menu is consistent between the 255 Smashburger locations, each area of the country has a “regional burger” on its menu. For the DC metro area, the regional burger is called the Capital. Lange said the goal for the DC area was a burger with an “air of sophistication”. The result is topped with grilled onions, aged Swiss, baby arugula, applewood-smoked bacon, tomatoes and mayo on a brioche bun. In several markets, Smashburger has established relationships with local breweries and is serving local microbrews. Unfortunately, the DC area will have to wait a year for this to be introduced here.

One local connection that will extend nationally is the recently announced partnership between Smashburger and Bethesda’s Honest Tea. Originally housed across the street from Smashburger’s Cordell Avenue location, Honest Tea has grown to be the nation’s top-selling organic bottled tea company. Fresh-brewed Honest Tea, as well as bottled products, will be available in Smashburger restaurants nation-wide. Unlike most other chain restaurant teas that are essentially syrup mixed with water, Smashburger will use tea leaves to brew Honest Tea right in the restaurants. Honest Tea’s co-founder Seth Goldman was on hand to tout Honest Tea’s organic, free-trade, low calorie drinks and to express his excitement about Honest Tea’s first relationship with a national restaurant chain.

Smashburger also has a children’s menu featuring either a Kids Smash, a hot dog, or chicken strips. The meals include a side and a drink and cost $4.99. Last, but not least, Smashburger features Häagen-Dazs shakes and malts.

In a bit of a twist, Smashburger has a “secret menu”. These are items that are not listed on the regular menu, but which can be ordered if you are “in the know”. We were able to taste one such item and another was described to us. I won’t reveal the secrets, but here is one hint: as far as Smashburger is concerned, not everything that happens in Vegas stays in Vegas.

Currently, four Smashburger locations are open in the DC area: Bethesda (Norfolk & Cordell); Fairfax (Fairfax and Plantation); Germantown (Seneca Meadows & Observation); and Washington, DC (Connecticut & S St, NW). Three more area locations are coming shortly. Another one is opening any day now in Tysons Corner (Cornerside Blvd. & Westwood Center Dr.)