Jollibee’s Smashburger building on Q2 momentum

August 28, 2026 | 12:00am

MANILA, Philippines —  Jollibee Group’s Smashburger aims to build on its second-quarter momentum by reinforcing dine-in and traditional to-go channels, improving operational consistency and sharpening its quality-led value positioning.

Jollibee Group said the brand would continue to focus on delivering a strong burger experience at an accessible price point, while building broader awareness around its position as a pioneer of the original smashed burger experience.

Smashburger posted a seven-percent same-store sales growth in the second quarter, supported by stronger digital channel execution, improved restaurant operations and continued gains in guest experience.

Company-owned restaurants delivered a 13.1-percent restaurant-based sales growth during the quarter, with delivery sales in company-owned restaurants surging by 40.8 percent.

For the Jollibee Group, Smashburger’s second quarter performance and improved guest sentiment demonstrate continued progress in strengthening the brand’s fundamentals within its global portfolio.

The company is building on stronger customer response to drive sustained sales growth and improved restaurant economics.

“Smashburger’s recent performance shows progress in the areas that matter for the brand: stronger customer response, better restaurant execution and improving guest feedback,” Richard Shin, Jollibee Group International chief executive officer and Jollibee Group Global chief financial and risk officer, said.

“Our aim is to continue translating these improvements into more consistent performance and stronger restaurant economics,” he said.

Over the past 12 to 24 months, Jollibee Group said Smashburger has prioritized strengthening the fundamentals of the business, including improving visibility and execution across third-party delivery platforms, implementing targeted pricing actions, upgrading field leadership and reinforcing training around hospitality, speed of service and order accuracy.

The group said the efforts are increasingly reflected in customer feedback, as Smashburger saw improvements across key guest sentiment measures during the second quarter.

Smashburger ranked No. 2 in Reviewed Readers’ Choice Awards for Best National Burger Chain of 2026, reinforcing improving guest sentiment and stronger consumer response to the brand.

“What we are focused on now is pairing that product strength with better execution across the guest experience — from hospitality and speed to order accuracy. The customer feedback we are seeing gives us confidence that the work is resonating,” Smashburger CEO Jim Sullivan said.