From noodle bowls to chicken tenders, Mark Mears is joining Slim Chicken’s executive management team as the Chief Marketing Officer.
Formerly the CMO at Noodles & Company, Mears has had a long career in the restaurant industry. He has been instrumental for driving innovation and growth at Schlotzsky’s, Mimi’s Cafe and The Cheesecake Factory. Now, Slim Chickens is expecting him to take the brand to the next level.
“My passion is in building unique and differentiated brands, and with Slim Chickens, the foundation is solidly in place,” said Mears in a press release. “Slim Chickens is already an innovative leader in the better chicken category within the fast casual segment, offering genuine down-home Southern Hospitality and a music driven, fun and energetic dining experience. With its always fresh, made to order chicken tenders and wings and wide variety of house made dipping sauces and dressings, Slim’s provides guests the ability to customize a meal to satisfy any craving. My goal is to coalesce our brand story and drive sales growth to help achieve our full potential.”
Why Slim Chickens?
The fast casual brand has over 40 locations in 10 states and has a lofty expansion goal of having 600 stores in the next ten years.
So why has Mears picked Slim Chickens as his next venture? He was drawn to the brand’s unique culture.
“Slim Chickens’ commitment to the concept of ‘life-changing chicken’ is what interested me most about the brand. It drives our daily mission, and it also serves as an incredible platform for growth. In the hospitality industry, we have a moral and corporate responsibility to give back to the communities where we live, work and play,” said Mears in a press release. “In addition, Slim Chickens does an incredible job of changing the lives of everyone who touches the brand. We create a better place for our guests to dine, a more enjoyable place for our team members to work, a more lucrative investment for our franchise owners and a stronger business partnership for our suppliers. In a crowded and competitive fast casual industry, that ethos truly sets this brand apart and will continue to fuel our growth.”
Last week, Slim Chickens had its 2016 Franchisee Conference where the brand announced its goals. The company is projected to open 20 more stores this year and then is planning to open 50 stores every year after.
Besides offering an array of chicken-based menu items, the fast casual concept is catering to dessert lovin’ guests and recently started to serve seasonal jar desserts.
Do you think that Slim Chickens will be successful in most markets? Will Mears take this concept to the next level?