Smashburger ditches traditional ad strategy to make the most of WOMM

08/19/2013 | USA Today

The advertising budget of Denver-based chain Smashburger may be dwarfed by competitors, but CEO David Prokupek makes the most of his marketing dollars by hosting events for restaurant and mommy bloggers in each new market. The bloggers are invited to see how the burgers are prepared, and Prokupek or another top executive attends each opening to connect with influencers. The chain has opened 200 stores over the past half-decade.

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