Saturday, January 26, 2013
Smashburger ~ Watauga, Texas
As mentioned in the premise, Smashburger wasn't meant to be a local or regional chain. And now they're spreading the country like a weed. DFW already has many locations, most opening up in the last couple of years. And Watauga was chosen for our Northeast Tarrant location (technically Ft. Worth for that one guy who gets bent out shape about these things).
Since this is really a Corporate America restaurant, I'd say this location is already on its back heels. Because it's all about money, I don't know if it will be given a chance to thrive. There were only a couple of folks in the restaurant, and it was Noon time. It was nothing like the scene I saw back in Denver. But the reality is this: There's only so much burger dollar out there. DFW isn't Denver. We have tons of burger places already. And with the new genre of burger houses offering up a full array of beers, and other libations, that alone wipes away part of the market. As for strictly fast food options, not only do we have our indigenous Whataburger and Mooyah, but we've been invaded by popular outsiders such as In-N-Out and Five Guys (we've written about all of these in the past). And that doesn't even begin to discuss the megachains, and popular local places. As a corporate guy myself, I'm going to say that Smashburger didn't do their homework regarding this market. We'll see. I'm sure some locations are doing OK, but the Watuaga one is way too lonely of a space. (Update: Cowboy Junkie informs us that dinner time is standing room only, so it appears they are doing quite well!)
Oh, you came here to read about food, and not business? Sorry about that. So there's a lot less to talk about regarding the food. It's a burger joint. Their gimmick? Roll up the patty like a big ol' meatball, and then... (can you guess this part?)... they SMASH it. Wowweeeee. Amazing. Is it good? Heck yea! It has that key ingredient that makes all of our favorite burgers so great: Salt. And I like the egg buns, which are soft and delicious. And be sure to use their spicy chipotle mayonnaise as a condiment. In the end, Smashburger is good at what they claim to do.
But will I be back? Maybe. If I'm in the area, or if I haven't been in a long time. Hopefully they'll still be there, but I have my doubts. There's just too many other choices out there right now. Perhaps if they open a location within 5-10 minutes of our house, that could increase the chances that we'll go.