Hungarian Simon’s Burger Makes U.S. Debut: Can it Conquer the Fast-Food Scene?
Hungarian brothers Máté Tóth and Simon are making waves in the gastronomic world as they prepare to open their first American restaurant in the heart of New York City. The brothers, known for their successful Simon’s Burger brand in Hungary, are bringing their unique concept to the US market with the launch of Smashy in Union Square.
This bold move is not just about opening a new restaurant; it’s part of a larger strategy to break into the US market and expand their brand internationally. The decision to self-fund the project without investors is rare for an endeavor of this scale, but the brothers are confident in their vision and are determined to make it a success.
At the Forbes Under 30 Summit, Máté and Simon shared their plans for the future of Simon’s Burger, revealing their ambitious goals for growth both in Hungary and abroad. With plans to open at least twenty restaurants across Hungary by the end of the year, the brothers are on a fast track to success in their home country.
The acquisition of the Smashy brand and the formation of Impressive Invest to manage franchise rights abroad are key steps in their strategy for international expansion. Despite concerns about the competitive US market, the brothers believe they have something unique to offer and are excited to see how Smashy will be received in New York.
As they prepare to open their doors in the Big Apple, the Tóth brothers are confident in their instincts and their ability to deliver a top-notch dining experience. With the support of American expats in Hungary raving about the flavors of Smashy, they are eager to see if they can make their mark on the American burger scene.
The opening of Smashy in New York City is a major milestone for Simon’s Burger and a testament to the brothers’ entrepreneurial spirit. As they set their sights on capturing the hearts and taste buds of American diners, all eyes are on Máté and Simon as they embark on this exciting new chapter in their culinary journey.
