Jollibee Foods Corp. has appointed former Starbucks executive Denise Nelsen as Smashburger chief executive officer.
Nelsen brings with her more than 30 years of food and beverage industry experience, 25 years of which were at Starbucks.
“With her extensive experience and proven leadership in the food and beverage industry, she is set to propel the Smashburger brand into a new era of growth. Her appointment signifies the Jollibee Group’s commitment to excellence and diversity, and with all her capabilities and energy, we are confident that she will drive success for Smashburger, thereby contributing to the growth of the Jollibee Group as a whole,” Jollibee president and CEO Ernesto Tanmantiong said.
Smashburger, one of four global brands in the JFC portfolio, is its flagship brand for the burger category in the U.S.
With the appointment, Nelsen becomes the brand’s first female CEO. Fifty-two percent of JFC’s executive corps is held by women and attests its reputation as one of the world’s top female-friendly companies ranked by the prestigious Forbes publication.
As at end-2023, Smashburger operates in eight countries with a network of 236 stores, 210 of which are in the U.S.
