It was Monday afternoon, almost a full day before its official opening, but already the new East Brunswick Smashburger was mobbed.
The Summerhill Square restaurant held a soft opening Monday, serving up burgers, fries and drinks to invited guests as a way to prepare for its Tuesday grand opening.
“We expect to do well here, said Scott Gillman, CEO of Mascot Corporation, owners of all New Jersey Smashburger locations. “We expect it to be our best site.”
The East Brunswick Smashburger is the 12th of its kind in New Jersey, and one of the first in Central Jersey. In April, a 13th location will open on Route 1 in North Brunswick.
Smashburgers are made of Angus beef, are seared and “smashed” while cooking and seasoned with a secret mixture used by the restaurant.
Other items on the menu include marinated grilled or crispy chicken sandwiches, grilled and split hot dogs (using Best hotdogs made in New Jersey), salads, Haagen-Dazs shakes and side dishes, including sweet potato fries haystack onions, and “Smashfries” which are tossed with rosemary, garlic and olive oil.
One menu item Gilman wants people to take note of is the New Jersey Smash, a burger he said is inspired by much of the cuisine in the state. The burger has Applewood-smoke bacon, blue cheese, grilled onions, haystack onions lettuce, tomato, mayonnaise and an onion bun.
“We have regional burgers which are inspired by food in the areas we open in,” said Gillman.
The restaurant has hired about 45 people from the area and more are needed, said Gillman. He said many Smashburger employees move up the ladder of success, becoming managers, assistant managers and filling other supervisory roles.
To apply for a position, visit www.mascott.com.