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The Rapid Growth of SMASH
As I’ve previously mentioned in this blog, SMASH opened as a small operation staffed only by myself, one manager and five employees. We initially sold about two hundred burgers a day, but that number quickly doubled thanks to our consistent service and the hype generated through word of mouth that we relied on due to our zero spend philosophy for marketing. As we suddenly found ourselves selling significantly more burgers, we realized that our team would have to grow too - and quickly.
We were surprised by the flood of applications we received after announcing that SMASH was ready to hire. Within two months, SMASH had tripled the initial number of employees. I couldn’t believe so many people wanted to work at a four hundred square foot, hole-in-the-wall burger joint run by a fifteen-year-old, but I was told that applicants viewed our jobs as active and entertaining, which is an environment that we strive to maintain today.
By the summer of 2021, SMASH had nearly twenty-five employees and it became clear that we needed a second manager to help us standardize and develop processes for the expansion plan we were preparing for. With the help of a second manager we were able to move to the next step of our growth: creating our own delivery system. We hired eight new delivery riders - four full-timers and four part-timers that only came during rush hours - as we developed an efficient delivery team so that we were no longer dependent on external delivery services. This move not only saved the restaurant money, but also reduced the service time from ninety minutes to thirty minutes. SMASH might still have been a hole-in-the-wall, but it felt like we were running an empire.
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