An upscale burger joint called Smashburger will soon occupy the building at 1000 Prospect St. where Powell’s Sweet Shoppe once sold old-fashioned candies. The restaurant opens to the public March 24. Smashburger will host a private party the day before to celebrate its entry into the San Diego market with live music and broadcasting by radio station 91X. Smashburger is a Denver-based chain that sells artisan-style burgers and fries paired with a glass of wine, a microbrewed beer or a Häagen-Dazs ice-cream float in a casual setting. There are 56 Smashburger stores across the country. Elkins Whisenhunt, Inc., based in Bankers Hill, bought the rights to open Smashburger stores in San Diego County and intends to open seven Smashburger sites in San Diego within the year — starting with the store in La Jolla. Both owners of Elkins Whisenhunt, Inc. grew up in and currently live in La Jolla. “The market’s ready for a concept like this,” said co-owner David Whisenhunt. “It has an affordable price point and the real estate prices are coming down, so there’s more available real estate. It’s not so much a push as a pull.” Smashburger’s concept is to “smash” the Angus beef on a very hot grill to caramelize the meat on both sides and then to pair it with fresh produce, dressings and cheeses. The San Diego Smashburger, for example, features avocado, cilantro, onions, pepper jack cheese, lettuce, tomato, sour cream and chipotle mayo on a torta roll. Whisenhunt, 46, said he’s “not particularly” worried about competition from other restaurants serving high-quality burgers like Burger Lounge on Wall Street. Whisenhunt said he’s confident in the concept behind his product. “We have an environment that is inviting and friendly that has no real class distinction,” Whisenhunt said. “It’s just about the better burger and a place to get it at the right price point. I don’t know that we’re competing as much as we’ve positioned ourselves to be available to everybody.” The Smashburger site on Prospect Street will be open from 10 a.m. to 10 p.m. daily. For more information call (858) 750-2531. A website for the La Jolla store has not yet been activated.
