Dive Brief:
- Fuzzy’s Taco Shop has promoted Patrick Kirk, previously chief marketing officer, to the dual role of president and CMO, the company said Friday in a press release. The chain also appointed Marshall Claycamp, previously executive director of operations services at IHOP, to COO.
- The Dine Brands company said these new and expanded roles will have Kirk continuing his work on defining the Fuzzy’s experience while also guiding the brand’s future growth and managing all organizational aspects. Claycamp will lead all operations and franchise restaurant operations in his position.
- Fuzzy’s Taco Shop hired Kirk in April as CMO after he’d spent eight years leading Applebee’s bar and beverage program. Claycamp has worked in various positions within Dine Brands for over 12 years, according to his LinkedIn profile. He spent the past five years as executive director of operations services at IHOP.
Dive Insight:
Kirk and Claycamp have over 35 years of combined restaurant experience, which the company will rely on as it pushes for more growth nationwide. In May, the chain charted 40 new units across Arizona and Texas over the next eight years, representing a 30% increase in overall unit count, with two franchising deals. In October 2023, Fuzzy’s signed a 20-unit agreement to expand its footprint in Nevada.
“At our sister brand, Applebee’s, Kirk disrupted the casual dining industry through beverage innovation, growing the beverage business into a $1 billion enterprise. Since joining the Fuzzy’s team as CMO, he has made an immediate impact,” John Peyton, Dine Brands CEO, said in a statement.
Peyton said Marshall has strong leadership skills in addition to a passion for restaurant operations and a commitment to the company’s culture.
The two executives will also have a hand in menu innovation. Fuzzy’s has been building out its value promotions, the first of which rolled out during the first quarter. During the second quarter, it offered a Cali-style Steak Taco with a 32-ounce soft drink for $5 that was “well received by guests and franchisees,” Peyton said during an August earnings call. Using insights from Applebee’s and IHOP promotions, Dine is pairing future promotions with new innovations in the works for Fuzzy’s menu, he said.
Despite its growth projections, Fuzzy’s store count has declined recently, dropping from 137 units at the halfway point last year to 127 units at the same point this year, according to an earnings release. Its same-store sales also declined 7.5% during the second quarter. Dine Brands originally bought Fuzzy’s in 2022 for $80 million.
