10 Growth Strategies from Inc. 500 CEOs

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Know your audience

Everything is customizable these days, so David Prokupek wondered, why not hamburgers? Prokupek, who treats his company Smashburger like a tech start-up, is constantly innovating and upgrading, from the overall aesthetics of the restaurant to the food itself. In just four years of operation, Smashburger has grown nationally by acting locally: Each one of its 111 locations offers a menu customized to the marketplace, which is antithetical to most other burger joints. "We go into new markets, we custom design different burgers, different side items, different shakes, different local craft beers to really become every city's favorite place," Prokupek says.