When Hollywood meets hamburgers, magic happens. Southern California’s legendary Irv’s Burgers has partnered with actor and producer Glen Powell’s emerging condiment brand, Smash Kitchen, to create what might be the most talked-about limited edition burger of the season. The Friendsgiving Burger isn’t just another celebrity collaboration: it’s a strategic move that showcases how food and beverage companies are leveraging star power to drive menu innovation and seasonal sales.
Available from November 17th through December 1st, 2025, this $12 holiday creation is more than a marketing stunt. It represents a growing trend in the food service industry where authentic partnerships between established restaurants and celebrity-backed brands are reshaping how consumers experience seasonal dining.
The Power of Celebrity Food Partnerships
Glen Powell, known for his roles in “Top Gun: Maverick” and “Anyone But You,” isn’t just lending his name to Smash Kitchen: he’s co-founded the brand alongside Sameer Mehta and Sean Kane. This level of authentic involvement makes the Irv’s collaboration particularly compelling for hospitality industry professionals watching how celebrity partnerships can drive genuine value rather than mere publicity.
The food and beverage industry has seen numerous celebrity partnerships fail because they lacked substance. However, Smash Kitchen’s focus on clean, organic ingredients and Glen Powell’s genuine involvement in product development suggests this collaboration has staying power beyond the initial buzz.
Breaking Down the Friendsgiving Burger
The Friendsgiving Burger transforms traditional Thanksgiving flavors into a handheld experience that restaurant marketing teams should study carefully. Here’s what makes it work:
The Foundation: A quarter-pound turkey patty serves as the protein base, immediately signaling the Thanksgiving connection while offering a lighter alternative to beef.
The Comfort Elements: Melted cheddar cheese, caramelized onions, crisp lettuce, fresh tomatoes, and pickles provide familiar burger textures and flavors.
The Holiday Twist: Fried yams add an unexpected sweet-and-savory element that elevates the entire experience.
The Star Ingredient: Smash Kitchen’s limited-edition Organic Cranberry Mayo ties everything together, providing the signature flavor that justifies the collaboration.
This combination demonstrates sophisticated menu innovation that doesn’t alienate traditional burger lovers while attracting customers seeking seasonal novelty. For food and beverage managers planning holiday offerings, this approach offers a blueprint for successful limited-time menu items.
The Irv’s Burgers Legacy
Understanding Irv’s Burgers’ history provides context for why this collaboration resonates so strongly. Originally opened in 1946 as Queen’s Burgers along the legendary Route 66, the brand became a cultural touchstone, attracting stars like Frank Sinatra, Jim Morrison, and Janis Joplin. The restaurant even appeared on Linda Ronstadt’s “Living in the USA” album cover.
After closing in 2018, owner Lawrence Longo revived the brand in 2022, carefully preserving its retro spirit while expanding to seven locations across Southern California and Las Vegas. This heritage gives the Friendsgiving Burger collaboration authentic credibility that newer brands struggle to achieve.
For hospitality managers and food and beverage directors, Irv’s revival story offers valuable insights into brand resurrection and the importance of maintaining authentic cultural connections while pursuing growth.
Strategic Implications for the Food Service Industry
This partnership illustrates several food and beverage trends that industry professionals should monitor:
Clean Label Movement
Smash Kitchen’s emphasis on organic, wholesome ingredients aligns with consumer demand for transparency. The cranberry mayo isn’t just seasonal: it’s positioned as a better-for-you alternative to traditional condiments.
Limited-Time Authenticity
Rather than rushing a celebrity product to market, this collaboration appears carefully planned. The seasonal timing, ingredient selection, and price point ($12) suggest strategic thinking about profitability and customer perception.
Regional Expansion Strategy
By partnering with Irv’s established California and Nevada footprint, Smash Kitchen gains access to proven markets without the risk and expense of opening independent locations.
Cross-Brand Value Creation
Both brands benefit: Irv’s gets exclusive access to a premium condiment and celebrity association, while Smash Kitchen gains distribution and credibility in the competitive condiment market.
Availability and Market Impact
The Friendsgiving Burger will be available at all Irv’s locations, including:
- Torrance (980 West 190th Street, Unit B4)
- La Brea (1000 S La Brea Ave, Los Angeles)
- Malibu (23401 Cross Creek Road, Bldg 1)
- West Hollywood (7998 Santa Monica Blvd)
- Pacific Beach (4505 Mission Blvd, San Diego)
- Las Vegas Miracle Mile (3663 South Las Vegas Blvd, Unit G008)
- Las Vegas Durango (6915 S Durango Drive)
This geographic spread provides a substantial test market for evaluating consumer response to celebrity-backed food and beverage services collaborations.
Lessons for Industry Professionals
The success of this partnership: measured not just in sales but in brand awareness and customer engagement: will provide valuable data for food and beverage companies considering similar collaborations.
For Restaurant Owners: The $12 price point suggests confidence in customer willingness to pay premium prices for authentic limited-time offerings. This contradicts conventional wisdom about price sensitivity during economic uncertainty.
For Brand Managers: The collaboration timeline (November 17 – December 1) maximizes both Friendsgiving and traditional Thanksgiving traffic while creating urgency without overstaying market interest.
For Menu Developers: The ingredient combination proves that successful seasonal items can be both familiar and surprising, using traditional holiday flavors in unexpected applications.
Industry Recognition and Future Trends
Similar collaborations between established restaurants and celebrity-backed food and beverage sustainability brands are likely to increase. The success of partnerships like this one influences how procurement directors and institutional buyers evaluate potential vendor relationships.
The focus on organic ingredients and clean labels also reflects broader food and beverage industry movements toward health-conscious offerings that don’t sacrifice taste or experience. This trend aligns with consumer research showing increased willingness to pay premium prices for products perceived as healthier or more sustainable.
Looking Forward
As the hospitality industry continues evolving post-pandemic, partnerships like Irv’s and Smash Kitchen demonstrate how traditional brands can leverage celebrity associations and premium ingredients to drive traffic and increase average transaction values.
The limited availability creates natural social media buzz while the seasonal theme ensures relevance during peak dining periods. For foodservice executives planning 2026 strategies, this collaboration offers a case study in authentic celebrity partnerships that deliver mutual value.
Whether you’re a food and beverage director planning seasonal menus or a hospitality manager evaluating partnership opportunities, the Friendsgiving Burger collaboration provides insights into successful brand integration that goes beyond simple endorsements to create genuine culinary innovation.
The partnership between Irv’s Burgers and Glen Powell’s Smash Kitchen represents more than seasonal menu innovation: it’s a template for how authentic celebrity collaborations can drive meaningful business results while delivering genuine value to consumers seeking both familiarity and novelty in their dining experiences.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
