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A Second SMASH
Three months after SMASH opened as an official takeout kitchen, we were averaging 300 burgers a day and saw lines of customers that spilled out the door. I realized that our popularity was more than just hype surrounding a new burger joint - SMASH was here to stay. It had always been a dream of mine to turn SMASH into a chain of burger joints that spanned throughout the country. Now, I realized it was time to take the first step towards making that dream a reality by opening a second location.
After deciding SMASH needed a second venue, I tasked the manager with helping me conduct a survey to determine where our customers outside of Cantt were coming from. We asked hundreds of customers in person and by phone where they were located and if they would be excited about a new location in their area. Our survey found that nearly 35% of our customers came from DHA - one of the biggest parts of town - and we determined that would be the spot for SMASH’s next location.
DHA, however, is broken into eight sectors, so pinpointing an exact location was a tougher decision than I initially predicted. We began narrowing down our options by prioritizing a central area that would maximize our delivery radius within DHA. We settled on Phase 2 because of its accessibility to LUMS (Lahore University of Management Sciences) and after a few hiccups over the exact site and an enormous amount of back-and-forth with real estate agents, we signed the lease for a site that was not exorbitantly expensive but could still be seen from the main road.
After we signed the lease, I stood in front of our location for a few minutes in disbelief. My dream was finally happening, and now the real work could begin.
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