"A big part of our DNA at Smashburger is that we are very data and insight driven," Prokupek said.
"Ultimately, you can do all the homework in the world, but until you do it you will never know if you will be successful.
The fast-food chain, owned by Canadian operator Restaurant Brands International, is planning more innovation and marketing in the morning, believing it can quickly add sales and profitability in the process. It also started the BK Cafe, a platform with upgraded beverages important to morning commuters and similar to rival Mc Donald’s Mc Cafe platform.
It started a coffee subscription program, for instance, giving customers the opportunity to get unlimited coffee for $5 a month.
"More money is being spent by Mc Donald's, Wendy's and Burger King advertising hamburgers than is being spent on any other food brand, probably in total." Despite all the competition that exists in the world of burgers, Ryan and Prokupek felt they could succeed by catering to the "better burger market." Since opening in 2007, the pair has been proved right consistently.
Today, there are around 160 Smashburger restaurants open, all but two of which are in the United States.
"The big idea for us was that burgers were America's favorite food, but at the same time they were pretty disappointed in most of the choices that were out there from the major players," Prokupek, who came aboard as CEO after the fourth Smashburger opened, said.
"Today, we have about 40 groups and they have committed to build 400 Smashburger restaurants over the next six years.
Once you know you have both those nailed, then you really know you have a good business idea." Business News Daily was founded in 2010 as a resource for small business owners at all stages of their entrepreneurial journey.
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