A&W Launches Smash Burger; Toronto Gets First Taste
Hand-smashed beef patties with cheddar and secret sauce debut nationwide May 25, but Toronto gets early access Friday.
A&W is joining the smash burger craze, and Toronto's getting the first taste before anyone else in the country.
The chain's new smash burgers—available as single or double patties—arrive nationwide on May 25, but Torontonians can try them early at a special pop-up location at 780 King Street West on Friday, May 22, from noon to 5 p.m. Those who show up get a complimentary Double Smash Burger while supplies last.
Each patty is hand-smashed grass-fed beef topped with real cheddar cheese, tangy pickles, sliced onions, and A&W's signature sauce, all served on a toasted brioche bun. According to Karan Suri, Senior Director of Innovation at A&W Canada, hand-smashed burgers "rarely" happen at scale because they demand quality ingredients and "thoughtful execution." The brief window to grab one free is a pretty smart way to build word-of-mouth before the official launch.
Smash burgers have become the trendy burger format—thin, crispy edges from the sear, juicy center from the beef. Chains that traditionally served thicker patties have been watching upstart burger bars succeed with the technique. A&W's move suggests the format has hit critical mass in mainstream fast-casual chains.
The pop-up transforms the entire King Street West location into a smash-burger showroom, which speaks to how seriously A&W is treating the launch. If the free-burger crowd is any indication, Toronto's appetite for smash burgers is ready. The May 25 rollout nationwide will tell whether the rest of Canada agrees.