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Greg Lippert named CEO of Texas upstart Willie’s Grill

The casual-dining veteran is responsible for growing the regional brand and its sister concept.

Former Taco Mac and Quaker Steak & Lube chief Greg Lippert has joined the parent company of 16-unit Willie’s Grill & Icehouse as CEO and president.

Lippert’s stated mission is to accelerate the growth of Willie’s, a casual-dining concept, and its full-service sister concept within the Willie’s Restaurants fold, two-store Fajita Willie’s Cafe & Cantina. 

He joins Houston-based Willie’s after heading a number of regional casual-dining brands. Lippert’s previous charges include Tex-Mex chain Taco Mac (2016-2018), full-service wings brand Quaker Steak & Lube (2014-2016) and Mazzio’s Restaurants, the 155-unit operator of Mazzio’s and Zio’s (2005-2013). He served all three as CEO and president.

Gregory Lippert

Gregory Lippert

Earlier, the DePauw University graduate was COO of Italian fast-casual brand Fazoli’s.

Willie’s Grill is patterned after a Texas icehouse, a spot where locals gather to drink beer, munch street foods and hopefully catch a breeze. Its menu ranges from half-pound burgers to chicken-fried steak, po’boys and shrimp. It also features beer, wine, margaritas and other alcoholic beverages. 

All of its units are currently located in Texas, most around Houston and San Antonio. The company was started in 1982.

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