Smashburger: Company Takes On In-N-Out, Launches Marketing Campaign

The quick service burger wars are heating up and one relative newcomer -- Smashburger -- is poised for the challenge.

Last year, Forbes picked Smashburger as America's most promising company. A month later, the company announced expansion plans to Latin America. For a Denver-based company that only got its start five years ago, that's pretty impressive.

Now, the 160-unit chain is launching its first major marketing campaign, Nation's Restaurant News reports. The chain is launching a radio campaign that features the Smashburger Burger Smasher, a new brand character, and using the new tagline "Smashed fresh. Served delicious."

But that's not all. Smashburger is also going after one of its major rivals: In-N-Out. The company is hoping to open 40 to 60 locations in the Los Angeles area in the next seven years. Food Republic has its money on Smashburger, thanks to the "superior" burger.

So what exactly makes this burger "superior?" The chain smashes, sears and seasons its meat to order. It offers a huge range of customizations, or you can choose from a suggested menu. Over a dozen sauces and toppings are free, and cheese is $0.70 extra.

If Smashburger wants to win this burger war, it's not only In-N-Out that the company has to contend with. Forbes just named Five Guys as the country's fastest-growing restaurant chain.

Smashburger currently has locations in 27 states. That's only 23 more to go!