Name: Kate Savelli
New title: Chief marketing officer, Smashburger
Previous title: Director of brand and performance marketing, Bagel Brands
Savelli has over 20 years of experience in the restaurant industry and will oversee brand, consumer, menu and partnership strategies to help Smashburger return to nationwide expansion, according to a press release.
Savelli previously worked at Bagel Brands for four years, during which time she helped subsidiary Einstein Bros. Bagels achieve double-digit unit count growth. She also led an evolution of its digital guest experience and oversaw media strategy and a multi-brand loyalty program, per the release. She previously held roles in marketing at Cheddar’s Scratch Kitchen and Darden Restaurants.
“Kate is a dynamic marketing leader with a strong track record of building brands, driving innovation, and powerful storytelling,” Jim Sullivan, Smashburger CEO, said in a statement. “Her strategic mindset and passion for the guest make her an outstanding addition to our leadership team as we continue to evolve the Smashburger brand and build on strong gains in average daily sales.”
Savelli's expertise could help as the chain works to increase its brand awareness. The chain hired Understory as its creative agency as part of a larger brand rebuild. The agency is tasked with improving the chain’s presence on digital channels that will help it reach more young diners. In November, Smashburger adopted a new logo, color palette and ad campaign to promote its flavor-forward menu.
Brand awareness will be particularly key as the chain works toward opening 12 units this year, which will bring it closer to 200 units across the U.S. The chain’s unit count fell below 200 in 2024 as part of a yearslong erosion of its stores system, according to its franchise disclosure document.
The chain also hired Thersa Vitale as director of nontraditional franchise development and Jack Reed as vice president of western operations to help with the chain’s strategic growth. Vitale has worked at Inspire Brands, Caribou Coffee and Starbucks, and has experience growing chains through nontraditional channels. Reed, who has experience at Bar Louie and Steak ’n’ Shake, will be in charge of restaurant operations, market performance and regional growth initiatives in the western United States.
