Success Stories – Máté Tóth, Smashy Burger NYC

The opening of Smashy Burger this May in New York’s iconic Union Square is nothing short of a success story. Founded by Hungarian brothers Máté and Simon Tóth, their first burger stand has grown in just three years into Hungary’s third-largest beef burger chain—trailing only McDonald’s and Burger King. Launched with just $25,000, their business hit $3 million in revenue in its first year—and reached $15 million last year. Now, they’ve brought their winning Hungarian formula to one of the busiest spots in Manhattan, where more than a thousand people lined up on opening day to taste what the buzz is all about.

What’s the secret? It’s refreshingly simple: just a few burgers, fries, and sauces—done exceptionally well. But what’s their personal recipe for success? That’s what we asked Máté Tóth, co-founder of the fast-growing international burger phenomenon.

Let’s start with the question everyone’s asking: What makes Smashy stand out in the sea of burger joints?

At Smashy, we believe that simplicity can be done perfectly. Our entire concept is built on the back to basics principle—we serve just one burger, with a choice of classic ketchup-mustard or our own house sauce. That’s it. No overcomplication, no endless menu. What really sets us apart in New York is the price: our single cheeseburger costs just $4.99, which is considered very affordable in Manhattan. We put all our energy into perfecting this one burger—and it seems people really appreciate that.

What did you imagine yourself doing after graduating from university?

I always knew I wanted to be an entrepreneur. I’ve always been full of ideas, and I was driven by the desire to bring them to life. The thought of building a business based on my own vision—and being able to support myself and my family through it—was incredibly inspiring to me.

How did you find your way into the world of hamburgers? Was there a specific moment or personal experience that set you on this path?

My brothers and I, along with friends, spent a lot of time in the U.S., where burger culture is at its peak—no wonder the best burgers can be found there. Everything really started when my brother Simon envisioned bringing the American smashburger experience to Hungary. He asked me to help him bring it to life. The concept was met with incredible enthusiasm, which gave us both the courage and the capital to take it even further—and eventually bring (or rather, bring back) this simplicity-driven burger joint to the U.S.

Every journey has its hurdles—can you share a few of the biggest challenges or setbacks you’ve faced, and how you managed to push through?

We opened our very first smashburger restaurant right in the middle of the war-driven inflation period triggered by the Russia-Ukraine conflict. Even so, thankfully, the brand became so popular that in the past three years—even with massive inflation—we haven’t had to raise prices once.

Opening in New York brought a completely different set of challenges. Coordinating key processes from 7,000 kilometers away, across time zones, was extremely difficult. We also had zero connections in New York, so even the simplest tasks—like installing speakers or plumbing—became serious obstacles. Finding the right professionals was hard enough, but even after we did, we often faced inflated prices just because we were seen as “foreign newcomers.” Still, we pushed through, solved problems one by one—and made it work.

What are your current goals? What drives you to show up and give it your all every day?

Beyond our core mission—to bring people the best-tasting burger in a friendly and welcoming restaurant—one of our biggest motivations is the opportunity we’ve been given by God. It’s a gift that allows us not only to provide financial security for our own family, but to help hundreds of other families make a living through our business. That’s a huge responsibility—and not one we take lightly.

It’s also very important to us to give back to the community. A few weeks ago, we held the first event of the Simon’s Foundation, where we hosted orphans and underprivileged children in our largest restaurant. We played, laughed, and had lunch together—it was a beautiful experience. We want to continue and expand this initiative to reach and help even more people.

How do you personally define success? Is it about the numbers, or is there more to it for you?

To me, money is just a tool—no different than a hammer or a chisel. It’s something we can use to shape our own lives and the lives of others. True success is when you use that tool in a way that not only makes you proud 50 years from now, but also makes your children—and their children—proud to remember who you were and what you stood for.

During tough times, how do you stay focused and keep your energy up?

In tough times, I always focus on the goal—on why we started it all in the first place. When you know you’re not just working for yourself, but for an entire team, your colleagues, and your family, it gives you incredible strength. And of course, after a hard day, a good smashburger always helps.

What does a regular day look like for you? Are there any habits or routines you swear by—things that help you stay grounded or boost your performance?

One key habit we live by: if there’s a task, we do it immediately. We don’t procrastinate, and even with big decisions, we rarely think about them for more than a day. This kind of pace is what made it possible for a small team like ours to build such a big brand in just three years. We may not be many, but with this level of momentum, it often feels like we are—because we get more done than other companies with twice as many people.

Looking ahead, what are your dreams—either professionally or personally—for the next chapter?

After conquering Hungary and establishing ourselves in New York, our next goal is to take over Europe with our smashburgers. We’re also working on building a new chicken-focused brand, which we’re launching in Hungary for now. There’s still so much ahead—and this is only the beginning.

When people talk about you in the future, what do you hope they’ll say—both in your professional world and your personal life?

Professionally, I hope people remember me as someone who was honest and fair. I know it’s not always easy—honesty sometimes means saying things others don’t want to hear. But I believe that’s the price of growth.

In my personal life, I want to be someone people look up to. I want my family—especially my children—to be proud not just of what I built, but of how I lived while building it. I hope they’ll say I was present, loving, and true to my values. That no matter how far we got, I stayed grounded—and I was always someone they could count on.

If you had to sum up your recipe for success in just five words—what would they be?

Don’t wait. Decide and accomplish.