Dive Brief:
- Latitude Food Group, the parent company of &pizza and Tijuana Flats, has hired James O’Reilly as CEO, according to an emailed press release.
- O’Reilly, who previously served as CEO of Ascent Hospitality, the parent company of Perkins and Huddle House, will “focus on amplifying momentum, driving disciplined growth and protecting the soul, distinct identity and guest connection that give each brand its edge,” the press release stated.
- The company’s two brands are seeing increased traction with consumers, including increased traffic and same-store sales, according to the press release. As CEO, O’Reilly’s task will be to convert that sales success into franchise growth.
Dive Insight:
O’Reilly brings considerable experience to the two chains. In addition to his tenure at Ascent, O’Reilly led Smokey Bones and Long John Silver’s as CEO, according to his LinkedIn profile. He also worked as chief marketing officer for Sonic Drive-In and KFC U.S.A.
O’Reilly succeeds Mike Burns, who left Latitude in May to lead Cafe Rio through a brand turnaround. Under Burns, &pizza launched a franchising program and bought Tijuana Flats following its bankruptcy. Alongside the acquisition, &pizza established Latitude Food Group as the holding company of the two brands.
After Burns’ departure, Latitude was led by its general counsel, Cody Towns, on an interim basis, according to the press release. Towns said the CEO search prioritized looking for a leader who was committed to strategic continuity for the chains.
Under O’Reilly, Latitude will leverage franchising as its main growth engine. O’Reilly said he was drawn to Latitude’s “challenger mindset, its relentless focus on growth and its commitment to scaling brands without losing the soul that makes each one distinct.”
