Hopdoddy Burger Bar built its reputation as a “better burger” concept around big, juicy burgers with innovative builds. But there’s been a groundswell of demand from regulars to add a smash burger to the permanent menu, said Jennifer Faren, VP of brand strategy, marketing and menu for the Austin, Texas-based fast casual.
“We had done a few smash burgers in the past as specials and customers love them,” she said, “but the technique is very different from our signature burgers.”
Although smash burgers have been around for a while and even home cooks’ recipes are trending on social media, Hopdoddy was aiming for a premium, authentic version that would satisfy its most passionate fans and the fussy culinary team. “We didn’t just want to add a smash burger to the menu—we set out to craft the ultimate one,” said Faren. “We obsessed about every detail, and each ingredient was chosen with intention to create that irresistible bite our guests expect from Hopdoddy.”
It took months to develop and several iterations before the Wagyu Smash landed on the permanent menu at the end of August.
Exploring beef blends
“We started with the burger patty, testing three different beef blends that we already had in-house,” said Faren. Traditional Angus beef is used for a number of Hopdoddy burgers, as is regenerative grass-fed beef. Neither provided the type of flavor the team wanted. “And the grass-fed beef didn’t have enough fat to produce the characteristic crispy edges of a smash burger,” she said. The third, a rich and indulgent Wagyu beef blend, hit the flavor mark.
“We always go with what tastes best, never starting with a food cost percentage,” she explained. “We figure out financials later.” Hopdoddy offers a Cadillac Wagyu burger that’s already a good seller, and guests perceive Wagyu as good value even if the burgers are priced higher, she added.
The size of the smash burger was the next consideration. “Most of Hopdoddy’s regular burgers are 6 ounces, but we played with different sizes for the best meat-to-bun ratio,” said Faren.
The team decided to build the smash burger with two thinner patties so the edges would get crispy during grilling. They formed the ground Wagyu into balls, trying several size weights from 2 ½-4 ounces. “We found the 3-ounce patties worked the best,” she said. “The larger ones extended over the bun once the burgers were smashed and flattened.”
Perfecting the add-ons
The team wanted to incorporate onions into each patty so they would caramelize along with the beef during cooking. “We spent a good amount of time on the onions, making sure they were shaved to the ideal size and moisture level to caramelize into the patties,” said Faren. “We also did some research, and consumers’ top priority in a smash burger is that it has crispy edges.”
The team used a mandoline to slice the onions, starting with paper thin pieces and graduating up in thickness. When they achieved the optimum thickness, the onion pieces were sprinkled with kosher salt and left to stand to remove some of the moisture before blending into the meat.
Next came the toppings. Hopdoddy looked at what is in the marketplace and concluded that pickles and onions are the most widespread. Onions were already part of the flavor profile and pickles proved to be too acidic, said Faren. “We wanted something that provided acidity and a little heat,” she said.
Jalapeños proved to be the answer. The chili peppers were sliced raw and pickled in-house in vinegar to add the right balance of heat and acid.
Since Hopdoddy was aiming for the “ultimate smash burger,” nothing short of a custom, chef-driven sauce would do. The final product is billed as a “secret sauce,” so Faren wouldn’t reveal too many details. But she did say “we use aioli on a lot of our burgers, so we played in this vein, adding a little heat and smokiness to the creamy base.” The heat comes from a blend of spices and the smokiness from tangy barbecue notes.
“The sauce won before the pickled jalapeños, but the two worked well together,” said Faren. And since it’s a signature house-made sauce, it has the potential to be cross-utilized on other menu items.
Caramelized, crisp lacy edges are desirable characteristics in a smash burger.
The last piece of the puzzle was the equipment. The smash burger could be cooked on the same grill top as Hopdoddy’s other burgers, but it required a smasher tool and special spatula. “Smashing a burger flattens and expands it, turning it into a delicate ‘lace doily.’ To flip it without breaking it, we needed a larger spatula,” said Faren. She admits that cooking the burger required a bit of training to get the smashing technique down and create those desirable crispy edges.
The Wagyu Smash launched across Hopdoddy’s 46 locations Aug. 27. It features two Wagyu beef patties smashed thin on a hot griddle with shaved onions, then topped with pickled jalapeños and Hopdoddy’s new secret sauce. The smash burger is currently featured as September’s Burger of the Month, but will then transition to Hopdoddy’s permanent menu. It’s now selling for $13.50 to $14.95, depending on the market.
What’s next?
The fast casual is trying out a catering program designed to bring the restaurant experience off-site. “People have been asking for Burger Bars with a variety of toppings. We’re testing it this month in a couple of locations,” said Faren. On offer along with burgers, buns and toppings are house-made chips, salads, cookies and brownies. The catering menu also has options for individually boxed meals featuring burgers or bowls.
And the October Burger of the Month is ready to roll out as soon as the calendar page turns over. It will be lasagna-inspired, said Faren. “The team thinks of a dish people like to eat and we try to ‘find the burger in it,’” she said.