TL;DR
Smashburger named Kate Savelli as its chief marketing officer, amidst a series of executive changes. The company, owned by Jollibee Corp., aims to kickstart development with up to 12 openings expected by the end of 2026.
Smashburger on Wednesday named Kate Savelli its chief marketing officer amid a series of executive changes.
The Denver-based fast-casual burger chain also named Theresa Vitale its director of non-traditional franchise development. Jack Reed was named vice president of western operations.
Savelli came to Smashburger from Bagel Brands, the parent company of Einstein Bros. Bagels and Bruegger’s Bagels, where she spent four years as director of brand and performance market.
Jim Sullivan, CEO of the 184-unit chain, called Savelli “a dynamic marketing leader with a strong track record of building brands, driving innovation and powerful storytelling.”
Smashburger, owned by the Philippines-based Jollibee Corp., has struggled in recent years amid a tough market for burgers and intense competition. System sales declined almost 11% in the U.S. in 2025, according to Restaurant Business sibling company Technomic.
The company is hoping to kickstart more development this year, with up to 12 openings expected by the end of 2026. Vitale and Reed were hired to support that growth.
Vitale has spent time with Inspire Brands, Caribou Coffee and Starbucks. Reed joined Smashburger from Bar Louie and Steak n Shake.
In this story
This story was originally published by Jonathan Maze in Nation's Restaurant News on May 20, 2026. Burnaze summarizes and links to the original reporting.
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