In a strategic move to accelerate nationwide growth, Smashburger announced in May 2026 the appointment of three new executives, each tasked with leading a distinct pillar of the company's expansion and brand revitalization efforts. The fast-casual chain has brought on Kate Savelli as Chief Marketing Officer, Theresa Vitale as Director of Non-Traditional Franchise Development, and Jack Reed as Vice President of Western Operations. These hires signal a focused push into franchise development and operational growth across the United States as the company navigates an increasingly competitive premium burger market and aims to open 12 new locations in 2026.
The appointments are a core component of a broader strategic reset for the brand, which is working to simplify its menu, update its visual identity, and strengthen its cultural relevance. According to company statements, the goal is to reclaim credibility as a leader in the smash burger category. The new leadership structure is designed to support these ambitions by simultaneously tackling brand perception, market expansion, and operational excellence, creating a cohesive framework for sustainable growth.
Smashburger's 2026 Growth Strategy: A Leadership Blueprint
The three executive appointments create a clear blueprint for growth, with each leader assigned to a specific strategic area. This structure allows Smashburger to simultaneously address brand perception, tap into new markets, and solidify performance in established regions. The following table breaks down how each role directly contributes to the company's overarching goals for 2026 and beyond.
| Executive | Role/Title | Strategic Pillar | Key Responsibilities |
|---|---|---|---|
| Kate Savelli | Chief Marketing Officer | Brand Revitalization & Consumer Engagement | Leading brand, consumer, menu, and partnership strategies to accelerate nationwide momentum. Overseeing marketing, menu innovation, and consumer engagement. |
| Theresa Vitale | Director of Non-Traditional Franchise Development | Franchise Expansion | Accelerating expansion through non-traditional franchise channels, including partnerships in the travel and education sectors. |
| Jack Reed | Vice President of Western Operations | Regional Operational Performance | Overseeing restaurant operations, market performance, and regional growth initiatives across the Western United States. |
Kate Savelli: Elevating Brand and Consumer Connection
As the new Chief Marketing Officer, Kate Savelli is tasked with leading the charge to "get our swag back," as one executive described the brand's strategic reset to ADWEEK. With over two decades of experience in the restaurant industry, Savelli will oversee Smashburger's marketing, menu innovation, and strategic partnerships. Her role is central to the company's effort to reclaim its position as a leader in the smash burger space by strengthening its cultural relevance and deepening its connection with consumers.
Savelli's background includes leadership roles at Cheddar’s Scratch Kitchen, Darden Restaurants, and most recently at Bagel Brands, where she helped drive growth for Einstein Bros. Bagels. At Smashburger, she will lead brand, consumer, and menu strategies designed to accelerate the company's nationwide momentum. This involves not only marketing the brand's signature smashed burgers but also highlighting the breadth of the menu, which Savelli noted many consumers underestimate. Her appointment reflects a broader industry trend toward data-driven marketing and digital consumer engagement, crucial tools for competing for customer traffic in a market characterized by slower discretionary spending.
Theresa Vitale: Spearheading Non-Traditional Expansion
Theresa Vitale's appointment as Director of Non-Traditional Franchise Development directly supports Smashburger's concrete expansion targets. The company plans to open 12 new locations in 2026, and Vitale's role is to accelerate this growth by forging partnerships in new types of venues. This strategic focus on non-traditional channels allows the brand to reach new customers in high-traffic, alternative settings where competition may be structured differently than in traditional retail spaces.
Drawing on her deep experience with brands like Inspire Brands, Caribou Coffee, and Starbucks—companies known for their success in alternative venues—Vitale will focus on establishing Smashburger locations in channels such as travel and education. This approach is a key part of the company's plan for broader nationwide expansion. By moving into airports, university campuses, and other similar locations, Smashburger can increase its brand presence and meet its growth objectives in a targeted and efficient manner, complementing its traditional restaurant development.
Jack Reed: Strengthening Western U.S. Operations
While Vitale focuses on opening doors in new franchise channels, Jack Reed's role as Vice President of Western Operations is to solidify the company's foundation in a key geographical area. A successful expansion requires not just new locations but also a high-performing and consistent operational base. Reed, who previously held positions at Bar Louie and Steak 'n' Shake, will oversee restaurant operations, market performance, and growth initiatives across the Western United States.
This targeted regional focus ensures that as the company grows, its core operations remain efficient and profitable. By strengthening performance in an established market, Reed's work provides a stable platform for the broader nationwide expansion Vitale is pursuing. Strong regional operations can serve as a model for new franchisees, reinforce brand standards, and ensure that the customer experience remains consistent and positive, which is critical during a period of brand repositioning and rapid growth.
