QSR June 2023

YOUNG LEADERS

Shore. The pair lived above a pizza shop and asked the owner if they could set up a single umbrella stand on the boardwalk in front of the business. They borrowed an umbrella, played music, bought a blender, and stood up a small refrigeration unit and devised a small menu that featured many of the items still available today. “Nobody knew what it was,” Taylor says. “But once people tried it, the line was down the road.” Today, Taylor’s creative spirit is on full display as CMO. She oversees the cre ative identity of the Playa Bowls brand, from its bright colors and playful imagery to catchy slogans and social media cam paigns to its menus. She’s hand-painted many of the shop’s murals as well. Taylor was recognized on Forbes’ 30 Under 30 list and won the Ernst & Young Entrepreneur of the Year Regional Award for Innova tion in 2019. And along the way, Playa Bowls bal looned to more than 175 shops nationwide across 20 states, making it one of the larg est players in the now-crowded segment. Playa Bowls kicked off 2023 by announc ing a 40 percent increase in average-unit volume as well as aggressive plans to open 250 stores over the next five years. Just in 2022, the chain debuted 36 units and signed 77 agreements. It entered nine new markets and inked deals to reach seven fresh ones. “The brand really is how Rob and I live our lives,” Taylor says. “It’s so much in our DNA. It’s not fake, and people see the authenticity in it. They grew with us from the stand to all these locations. … It’s a concept that could work anywhere.” Playa Bowls navigated the pandemic without any closures. Fortuitously, it had begun partnering with third-party plat forms prior to COVID and was able to tap in-app advertising and promotions when lockdowns arrived. Also, it didn’t hurt the product was built to travel. During that stretch, the chain expanded its cater ing program and made it easier to order delivery in bulk from Playa Bowls’ app. Additionally, Taylor led an initiative called “Helping Heroes” that opened an avenue for communities to make donations toward providing bowls and smoothies to essen tial workers. Going forward, Taylor says, the brand’s mission will mirror its day-one goals—introduce a healthy lifestyle to new audiences and do it with personality. “I feel like we’re only at the tip of the iceberg hon estly,” she says.

demic. Although she was hired during challeng ing times, Fish, head of franchise marketing, has continuously been at the forefront of the brand’s growth. Since Fish was the sec ond person hired in the marketing department after

Since that transaction, Weaver has overseen record sales of more than $213 million in sys temwide sales in 2022, AUVs of $1.7 million, and an upcoming modern store prototype. In addition, the new leadership team made good on its promise to align with franchisees by purchasing 16 existing stores in the first 18 months. Those locations, based in Ohio, Florida, Kentucky, and Indiana, were bought from longtime operators ready to retire. “For Lee’s, we continue to see a lot of opportunities to continue to evolve how we leverage technol ogy in our business—this is everything from keeping our app and loyalty program relevant to embracing newer sales channels, including delivery, and looking at our technology stack we utilize in our restaurants,” Weaver says. In March 2022, Lee’s signed the most sig nificant development deal in company history when franchisees Noman Aiyash and Leo Gonzalez agreed to build 12 new restaurants in the next seven years in the Detroit market. Weaver has also been part of three new fran chise openings, improvements to corporate infrastructure, and the reintroduction of an annual franchisee convention that’s increased communication efforts between the company and operators. Kelli MUTZ PRINCIPAL TEAM LEADER, SUPPLY CHAIN AND DISTRIBUTION CHICK-FIL-A AGE: 35 The supply chain

BAD ASS COFFEE

the Royal Aloha Coffee Company bought Bad Ass Coffee, there was no precedent. Fish took the initiative and launched an app that includes online ordering, a mobile wallet, and a loyalty program. The app is now a main component of the brand’s success. Fish also established LTOs catering to popular flavor trends while keeping true to the brand’s Hawaiian roots with island-inspired twists. She has helped Bad Ass Coffee break into 11 new markets with grand openings that raise money for charity. In addition, Fish has introduced technological tools to help fran chisees with marketing, including their music program that makes “every coffee run feel like an escape.” In 2022, Bad Ass Coffee awarded 45 franchise deals, and it’s seeing 76 percent growth in AUV compared to pre-COVID. “This is only the beginning of what’s to come with Bad Ass Coffee of Hawaii and our robust marketing efforts. As we look to the future, it’s our aim to disrupt the national coffee franchise category with a true experi ential brand like Bad Ass Coffee of Hawaii,” Fish says.

and network behind running restaurants today has been one of the most difficult are nas coming out of the pandemic. And Kelli Mutz is navigating all of it as Chick-fil-A continues to expand at the fastest pace in its history (the brand recently opened its first Hawaii location

Ryan WEAVER CEO LEE’S FAMOUS RECIPE CHICKEN

AGE: 33 Ryan Weaver is bringing energy to a brand founded more than 50 years ago. He’s part of an investment group led by ex-Apollo Global Manage ment professionals that purchased Lee’s in 2021 from industry veteran Chuck Cooper.

CHICK-FIL-A

and is even exploring international growth). Mutz spearheaded “multiple grueling under takings,” according to her nomination, to ease supply chain constraints and provide optimal service for operators and customers. Posi tive indicators emerged: product delivery has been reliable, sales and transactions increased chainwide, and, most importantly, customer

LEE’S FAMOUS RECIPE CHICKEN

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