Smashburger Opens in East Brunswick

The Summerhill Square restaurant has its grand opening on Tuesday.

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.

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EB Resident February 10, 2013 at 01:00 PM
The Grove is great. Yes, their wings are too small, but the blackened chicken boli, blackened chicken salad, Chicken Creole sandwich, various cheese steak sandwiches and fresh Blue Moon are great. For wings, I like Mancini's best. Mancini's also has the best sandwich in town, their Pizza Steak.
Long Time EB'er February 13, 2013 at 02:28 AM
Tried Smashburger this past Sunday for lunch. Highly unimpressed. Still like Five Guys better. I had the Classic Burger minus the cheese, sauce and ketchup. My wife had the Classic Chicken. We shared the Smash Fries ( with Garlic, Olive Oil and Rosemary) and the Onion Straws, which we did like. Burger was nothing to write home about, didn't care for the spices and it was greasy. We both said we didn't like that they only gave you 3 little pickles on the sandwich. The Smash Fries are frozen french fries that had too much olive oil and and rosemary and hardly any garlic. They tasted like frozen shoe strings Ore Ida's that I buy in the supermarket. Five Guys Fries are Fresh Cut and they always give you an extra little bit. I don't find the burgers there to be greasy and I like the things you can add to make the burger yours. Smashburgers were already "pre designed" and the only mods were to take away things you didn't want.
joysmove February 13, 2013 at 04:23 AM
I thought the burgers were great but the portion sizes of the fries left a little to be desired. Milkshakes were good but nothing to write home about.
Norman February 14, 2013 at 11:37 PM
LTEB. Perhaps your buger was smashed by our dear Mayor...see this link http://eastbrunswick.patch.com/articles/mayor-st#photo-13323157
Ralph Wiggums February 24, 2013 at 04:52 AM
Ate at Smashburger today. I wanted to like it. Had a good vibe when I walked in, but the food was very unimpressive. The burger was average at best. It was cooked well done and wasn't too juicy...maybe from smashing the juice out. There's a difference between greasy and juicy and it doesn't seem like they're sure about that. The meat was also a little loose, more crumbly than most burgers. The bun was an "egg" bun. Was more like eating a burger on a giant dinner roll. Didn't like that either. It got soggy fast. The fries were terrible. Like a previous poster said, and it's no exaggeration at all...they're essentially the ore-ida shoestring fries you buy at the supermarket, toss on a baking sheet and throw in the oven. They toss some olive oil, garlic, and rosemary on them and act like it's gourmet. Even if you like the flavor or rosemary, you can't make up for such a crappy no-frills type of french fry. The meat they serve is quality and you can taste the freshness, but I didn't like how dry and well done the burger was. It wasn't a thick burger, even for being a 1/2 pound from what they told me. I'm sure it will have it's own faithful. Different strokes for different folks. But, I've had much better burgers at Five Guys (especially the fries), diners, and restaurants and would not choose to go back if I'm the one deciding. Highly overrated.


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