Dive Brief:

• True Food Kitchen, a 43-unit, wellness-focused casual brand, appointed John Williams as its CEO, the company announced Wednesday. 
• Williams replaces Christine Barone, who left in 2022 after six years to become the president of Dutch Bros. 
• In his new role, Williams plans to oversee continued growth at the chain and focus on finding new ways customers can experience the brand.

Dive Insight:

True Food secured $100 million in funding in September, which will help Williams reach his goals for the 15-year-old company. At the time, the brand said it would use the investment to scale its footprint and develop restaurants with smaller footprints. 

"This is an exciting time to be a part of the company in the midst of its growth and in advance of several exciting changes the brand plans to unveil this spring including elevated updates across the menu, restaurant design and brand identity,” Williams said. 

True Food expects to open an all-day cafe concept in Phoenix this year, which will offer health-focused menu items at a lower price point. The company also aims to open 10 additional stores in new and existing markets in the next few years. 

Williams brings over two decades of experience in hospitality, entertainment and consumer packaged goods to his role. He most recently worked as CMO at Lazy Dog Restaurant, where he “oversaw marketing and growth strategies and played a critical role in the brand’s continued expansion across the nation,” according to the press release.

He began working at Lazy Dog in 2017. Prior to that role, he oversaw marketing as an executive at The Disneyland Resort. He also held roles at General Mills and Nestle, and started his career as a corporate tax and finance consultant for Anderson and PricewaterhouseCoopers. 

Williams joins a growing list of CEO hires at restaurant brands this quarter, including at CKE Restaurants, Modern Restaurant Concepts, Blaze Pizza and Norms.