Smashburger adds another Starbucks veteran to C-suite
Fast-casual burger chain Smashburger has named its new chief marketing officer.
Thomas Prather joins the Denver-based restaurant chain with over 20 years of experience in the food and beverage industry. Before joining Smashburger, Prather held multiple roles at Starbucks where he contributed to domestic and international marketing, brand development and product innovation. He most recently served as VP of brand and product marketing at the coffee giant.
The move follows the appointment of another Starbucks alum, Denise Nelsen, to the role of CEO earlier this year. Nelsen spent 25 years with Starbucks, including serving as the senior VP of U.S. operations.
"We are delighted to welcome Thomas Prather as Smashburger's CMO and are confident that he will be an invaluable addition to our team," said Nelsen. "Having previously worked alongside Thomas, I know his consistency, attention to detail, and ability to stay current on emerging trends and consumer expectations will help us deliver on our commitment to exceeding guest expectations."
As CMO, Smashburger said Prather will “define the brand proposition, ensure consistent brand expression, and establish a solid foundation for growth.”
"I'm honored to step into the position of chief marketing officer at Smashburger and join a strong leadership team with an unwavering commitment to bring the brand to new and delicious heights," said Prather. "Smashburger's use of high-quality ingredients, proprietary smashing process, and authentic burger preparation method are unmatched within the fast casual industry. I look forward to working closely with our passionate employees to continue sourcing the best ingredients to elevate our delicious smash burgers and delight our guests."
Founded in 2007, Smashburger operates 235 corporate and franchise restaurants in 32 U.S. states and six countries. Jollibee Group took full ownership of Smashburger in 2020. The Asian restaurant company’s other U.S. brands include Jollibee and The Coffee Bean & Tea Leaf.