Church’s Texas Chicken and Texas Chicken appoint new CEO

Diving Brief:

  • Church’s Texas Chicken, formerly known as Church’s Chicken in the United States, and Texas Chicken have named Joe Guith as CEO, effective August 1. the company announced Tuesday. Guith replaces Joe Christina, who served as the company’s president and CEO for six years.
  • Guith previously served as President of Restaurant Category at Focus Brands, where he oversaw a portfolio of more than 1,500 restaurants including Moe’s Southwest Grill, McAlister’s Deli and Schlotsky’s. He has also worked as a brand president at McAlister’s and Cinnabon and has previous experience at KFC and The Coca-Cola Company.
  • Guith joins Church’s Texas Chicken with a background in growing brands and increasing digital capabilities.

Overview of the dive:

The CEO change was announced about a year after Church’s was purchased by High Bluff Capital Partners. Since then, the company has focused on expanding, especially internationally. Church’s, which has more than 1,500 restaurants globally, planned to open 100 new restaurants in 2022, across the Americas, Middle East and Southeast Asia, with major growth markets this year including the Canada, Mexico, Malaysia, Thailand and Saudi Arabia.

“With a solid base of national and international franchisees and a number of strategic growth initiatives on the horizon, this is an exciting and defining time in the history of this great brand,” Guith said in the release. hurry. “I look forward to expanding the brand footprint so Church’s Texas Chicken continues to thrive and reach new customers around the world, especially in major new markets overseas.

Guith’s role will also include leading investments in consumer behavior technology, such as a new mobile app and loyalty program, which High Bluff founder Anand Gowda previously said Restaurant Dive could help Church’s better understand its guests. Launching a loyalty program fits well with Guith’s past experience at Target brandswhere he oversaw a new digital and loyalty program at McAlister’s Deli just before the pandemic hit.

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