From a Small Dream to a Big Movement: The Story Behind Smashed

Some brands start with capital. Others start with credentials.

Smashed started with heart.

Before the hype, before the long queues, before the bright yellow identity became recognisable across Singapore, the founders were simply two friends who loved food and loved making people happy. They spent weekends exploring eateries and imagining a concept of their own that felt honest, comforting, and connected to people.

That dream eventually became their first venture, The Halal Corner. It began small but grew quickly because of their bold flavors and their willingness to listen closely to customers. The neighborhood trusted them and the brand found its place through creativity and consistency. 

The journey did not stop there.

How Smashed Was Born and Why It Worked

A trip to London introduced the founders to a smash burger experience they could not forget. They returned to Singapore with the idea and took a chance by testing it during Ramadan. The result surprised even them. The pop-up sold out on all 35 days.

Six months later, they launched Smashed officially. The response was immediate. Crowds gathered, creators shared it online, and the brand’s bold yellow identity became a visual magnet. It was clear that Smashed was more than a burger joint.

It was a feeling. A community. A new kind of street culture.

Today, Smashed is one of Singapore’s most recognizable homegrown burger brands and continues to grow because the heart of the brand has never changed.

A Brand Built by People with People in Mind

What makes Smashed special is not only the food. It is the story behind it. The founders did not come from a professional culinary school. Their recipes were developed through real feedback and continuous refinement. They worked on the ground, learned every part of operations, and built a team that carries the same energy and authenticity.

Their journey resonates with anyone who has ever wondered if they could take a step into F&B. With the right guidance, supportive systems, and a brand built on passion, the answer is yes. Whether you are new or experienced in the industry, Smashed offers a foundation that is proven, energetic, and built for growth.

Smashed is Just Getting Started

Through viral menu drops, creative collaborations, and a visual identity that consistently stands out, Smashed shows that it understands trends and knows how to stay connected to the market. The brand is now ready to grow with franchise partners who believe in community, culture, and building something meaningful. If you connect with their story and spirit, this could be your chance to be part of their next chapter.

Interested in Bringing Smashed to Your Neighborhood?

Meet the team and hear the story directly. Learn what it means to partner with a homegrown brand that grew from a simple dream into one of Singapore’s most talked-about burger concepts.

👉 Book A Call today to request the full franchise deck and arrange a discovery call with the Smashed team!