FROM OUR COLUMNISTS
A GROUNDSWELL OF DEMAND LANDS A SMASH BURGER ON HOPDODDY’S PERMANENT MENU Behind the Menu: The fast casual’s Wagyu Smash went through several iterations before the team was satisfied it could be a premium take on the crispy-edged classic.
H opdoddy Burger Bar built its repu- tation as a “better burger” concept around big, juicy burgers with in- novative builds. But there’s been a groundswell of demand from regulars to add a smash burger to the permanent menu, said Jennifer Faren, VP of brand strategy, market- ing and menu for the Austin, Texas-based fast casual. “We had done a few smash burgers in the past as specials and customers love them,” she said, “but the technique is very different from our signature burgers.” Although smash burgers have been around for a while and even home cooks’ recipes are trending on social media, Hopdoddy was aim- ing for a premium, authentic version that would satisfy its most passionate fans and the fussy culinary team. “We didn’t just want to add a smash burger to the menu—we set out to craft the ultimate one,” said Faren. “We obsessed about every detail, and each ingredient was chosen with intention to create that irresistible bite our guests expect from Hopdoddy.” It took months to develop and several iter- ations before the Wagyu Smash landed on the permanent menu at the end of August. EXPLORING BEEF BLENDS “We started with the burger patty, testing three different beef blends that we already had in- house,” said Faren. Traditional Angus beef is used for a number of Hopdoddy burgers, as is regenerative grass-fed beef. Neither provided the type of flavor the team wanted. “And the grass-fed beef didn’t have enough fat to pro- duce the characteristic crispy edges of a smash burger,” she said. The third, a rich and indulgent Wagyu beef blend, hit the flavor mark. “We always go with what tastes best, never starting with a food cost percentage,” she ex- plained. “We figure out financials later.” Hop - doddy offers a Cadillac Wagyu burger that’s al- ready a good seller, and guests perceive Wagyu as good value even if the burgers are priced higher, she added. The size of the smash burger was the next consideration. “Most of Hopdoddy’s regular burgers are 6 ounces, but we played with dif- ferent sizes for the best meat-to-bun ratio,” said Faren.
PATRICIA COBE
PATRICIA.COBE@INFORMA.COM
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RESTAURANT BUSINESS OCTOBER 2025
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