The better-for-you fast casual brand B.GOOD has hired the restaurant industry veteran Brent Feldman as its new chief marketing officer.
Feldman is making a transition from a long career on the agency side to now on the brand side by joining B.GOOD's executive management team.
Prior to being named the CMO at the fast casual chain Feldman was the executive vice president at the Hill Holiday, an agency with a broad portfolio of food & beverage clients, including Chili's, Dunkin' Brands, and the soda giant Coca-Cola. He has also worked with Wendy's, Nestle, and McDonald's.
B.GOOD has brought Feldman on board to grow the brand with expansive marketing efforts and to increase brand consistency.
He will also be leading programs to develop more products and to improve the customer experience at B.GOOD stores. This is all in line with the healthy brand's recent expansion plan. The brand currently has 70 stores in the U.S., Canada, Switzerland, and Germany.
"This plan includes driving brand awareness by telling the B.GOOD story, really understanding our customers, innovating through menu and technology and building a culture that makes B.GOOD a fantastic place to work," said B.GOOD's recently appointed CEO Chris Fuqua in a press release announcing Feldman as the new CMO.
Feldman sees a lot of potential in the better-for-you category and thinks that B.GOOD's story resonates especially well with today's consumer.
"B.GOOD is an amazing brand with so many admirable attributes and amazing stories," said Feldman in a press release. "The surface has barely been scratched on the stories it has to tell about itself. I'm most excited to expose more people to what many already know – that B.GOOD has incredibly delicious food you feel better about eating because of where it comes from and how it's made. This is a brand that is rooted in local communities and I look forward to telling its story."
With most ingredients sourced locally, B.GOOD's menu has an array of kale & grain bowls, salads, all-natural burgers, veggies, oven-finished fries, and smoothies.
Do you think B.GOOD is poised to take off with Feldman and his marketing chops leading the way?