Jim Sullivan Elevated to CEO at Smashburger Amid Strategic Rebranding

Teresa Buyikian reported three hours ago that Smashburger, the Denver-headquartered burger chain renowned for its signature offerings, has appointed Jim Sullivan as its new Chief Executive Officer. Previously serving as Smashburger’s Chief Development Officer, Sullivan has been at the helm as President since February 2025, following the departure of former CEO Denise Nelsen after less than a year in office. In his new role, Sullivan will steer the company's strategic direction and oversee all operational aspects. The company announced that he will spearhead a brand repositioning initiative emphasizing its core strengths. Additionally, he will focus on expanding franchise opportunities, especially in nontraditional venues such as educational institutions and transportation hubs. Recently, Smashburger opened a new outlet at Detroit Metro Airport. Richard CW Shin, CEO of Jollibee Group International and global CFO of Jollibee Group—Smashburger’s parent company—praised Sullivan, saying, "Jim demonstrates decisive leadership, a clear vision, and a profound understanding of Smashburger's market position. He has already established a foundation for a more focused brand, delivering impr...