• by Teresa Buyikian , May 30, 2024

Smashburger has added another senior team member to its executive lineup.

The burger chain announced today that Thomas Prather has been tapped as chief marketing officer. Prather will report to CEO Denise Nelsen.

In the new role, Prather will be responsible for defining “the brand proposition, ensur(ing) consistent brand expression and establish(ing) a solid foundation for growth,” per a release.

Prather joins Smashburger with over 20 years of experience in the food and beverage industries, primarily at Starbucks, most recently serving as vice president of brand and product marketing.

Over his tenure he contributed to domestic and international marketing, brand development and product innovation. Nelsen also spent over 25 years at Starbucks before also joining Smashburger in January.

"Having previously worked alongside Thomas, I know his consistency, attention to detail and ability to stay current on emerging trends and consumer expectations (that) will help us deliver on our commitment to exceeding guest expectations,” said Nelsen in the announcement.

Smashburger claims to have its own proprietary preparation method using  “custom-forged burger smashers” to smash the ground beef burger once on the grill to seal in flavor. The brand, which launched in Denver in 2007, now has 235 corporate and franchise restaurants in 32 states and six countries.