• Jim Sullivan was promoted from president of Smashburger to become the chain's newest CEO on Tuesday. • He told Business Insider he hopes to help the brand "reclaim" its positioning in a crowded segment. • His plan includes new menu offerings and franchise opportunities in nontraditional markets.

Jim Sullivan is taking the wheel at Smashburger as the fast food chain's latest CEO. The name of the game is to "refresh" the burger chain's identity and "reclaim" its footing in a flooded market, he told Business Insider.

Sullivan, who has worked at Smashburger since June of 2024 as the brand's chief development officer and, since February, its president, was appointed to the role of CEO on Tuesday. He replaces Denise Nelsen, who left the company in February after less than a year in the r

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