Tom RyanFounder & CEO - Smashburger

BACKGROUND

• Grand Rapids, MI – Born and Raised!

• St. Adalbert Grade School

• West Catholic High School (‘75)

• Michigan State University• B.S. - ’79• M.S. – ’82• Ph.D. – ‘85

CAREER HISTORY

Restaurant

Transition

LEGACY OF BUSINESS DRIVING INNOVATIONS

• Lover’s Line• Stuffed Crust Pizza

• Dollar Menu• McFlurries• McGriddles • Black Angus Steak

• French Dip

CAREER HISTORY

VIDEO CLIP

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THE INSIGHT

• “Latent demand of dissatisfaction”

• Emotional/Rational void in the marketplace

Milk Shakes

THE PRINCIPLES

CUSTOMER

ProductPlaceTone

OPERATOR

SpeedEase

Systems

SHAREHOLDER

Topline Vitality“ULEM” Strength

THE DRIVERS

• Modernity

• “Next Generation” thinking

• Differentiation at every turn

Classic Smashburger

THE MISSION

Our mission is to put burgers back into people’s lives. We want to change the way people think about burgers and the

way they feel when they have a burger. We want Smashburger to be an every occasion burger restaurant that

people can call their own.

THE STARTGlendale, ColoradoJune 19, 2007

THE CURRENTWestminster, ColoradoJune 1, 2017

KEY FEATURESFAST CASUAL PLUS SERVICE

KEY FEATURESKILLER QUALITY FOOD / FLAVORS / MENU

Entrée Salad Trio of Sides

Veggie Frites

KEY FEATURESOCCASION BREADTH

Guy’s Night Out Girl’s Night Out

Hot Dog, Hamburger, Chicken…Oh My!

KEY FEATURES

PLACE / VIBE / DESIGN

KEY FEATURESPLACE / VIBE / DESIGN

KEY FEATURESPLACE / VIBE / DESIGN

KEY FEATURESPLACE / VIBE / DESIGN

KEY FEATURESPLACE / VIBE / DESIGN

KEY FEATURESPLACE / VIBE / DESIGN

KEY FEATURESPLACE / VIBE / DESIGN

KEY FEATURES = “LOCAL”

BRANDED STORY TELLING“MODERN CONSUMERS WANT FOOD WITH A STORY THAT MAKESTHEM FEEL GOOD ABOUT WHAT & WHERE THEY EAT!”

REAL

REAL

AUTHENTICAUTHENTIC

FRESH

NATURAL

CULINARY

ORIGINAL

MODERN

THOUGHTFUL

SOURCING

PHILANTHROPY

PEOPLE POLICIES

LOCAL

FRESHNATURALCULINARYORIGINALMODERNTHOUGHTFULSOURCINGPHILANTHROPYPEOPLE POLICIESLOCAL

THE GROWTH STORY – 10 YEARS

Canada = 6

Bahrain = 2

Costa Rica = 3

Egypt = 1

El Salvador = 2

Kuwait = 3

London = 4

Panama = 2

Saudi Arabia = 7

United States = 339 Michigan = 6

STRATEGIC PARTNERSHIP

Jollibee Partnership

• October 2015

WHAT’S NEXT? GROWTH

Strategic Focus on:

• Non-Traditional

• Franchising

• Traditional• Concentration for marketing

efficiency

WHAT’S NEXT? PRODUCTS

TurkeyBurger

“The New Way

to Burger”

Triple Double

QUESTIONS AND ANSWERS