Fatburger launched the Flatburger, a limited-time smash-style sandwich from FAT Brands Inc. featuring two 100% fresh lean beef patties pressed on the grill. The chain debuted the item with a promise of caramelized, crispy edges and a signature creamy sauce for added tang.
The Flatburger is built with American cheese, grilled onions and pickles atop the smashed patties, delivering a classic flavor profile in a flattened format. It continues Fatburger’s history of menu experimentation—following past rollouts like its plant-based burger and the Skinnyburger—while remaining available only through June 30 at participating locations.
For consumers, the Flatburger delivers a faster-seared crust and intensified beef flavor from the smash technique, appealing to diners seeking bold, textural burgers. As limited-time offers drive foot traffic, the Flatburger reinforces Fatburger’s trend of rotating high-impact sandwich launches that refresh menus and invite repeat visits.
Image Credit: Fatburger via TikTok
Why This Trend Is Growing
- Smash-style Burgers Popularity
- Smash-style burgers are gaining popularity as consumers seek bold flavors and unique textures, offering an innovative approach to traditional burger preparation.
- Limited-time Offerings
- Limited-time menu items like the Flatburger drive consumer interest and foot traffic, creating opportunities for brands to experiment with new products without long-term commitment.
- Menu Experimentation
- Brands are increasingly experimenting with their menus, introducing novel burger varieties to attract repeat visits and maintain consumer interest.
Industries Being Reshaped
- Fast-casual Dining
- The fast-casual dining industry benefits from innovative burger formats that entice customers with quick, flavorful meals, aligning with consumer demand for on-the-go dining experiences.
- Specialty Sauces Industry
- The inclusion of unique sauces in burger offerings presents growth opportunities for the specialty sauces industry to partner with restaurants for signature flavor experiences.
- Restaurant Marketing
- The restaurant marketing industry sees new opportunities in promoting limited-time, buzzworthy menu items that capitalize on trends and drive restaurant foot traffic.
