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WOWorks adds two chief brand officers

The fast-casual operator, which recently acquired two new chains, has promoted Lauriena Borstein and John Geyerman to each oversee three concepts.
Photo courtesy WOWorks

WOWorks, the parent of several better-for-you fast-casual brands, has added two chief brand officers to oversee its concepts, the company announced Tuesday.

Lauriena Borstein was named chief brand officer of Saladworks, Frutta Bowls and Zoup! Eatery. She was previously a senior vice president at WOWorks.

John Geyerman becomes chief brand officer for Garbanzo Mediterranean Fresh, The Simple Greek and Barberitos Southwestern Grille. He was also previously an SVP with the company.

WOWorks also created two new VP of marketing roles, appointing Lori Kern as vice president of marketing for Saladworks, Frutta Bowls and Zoup! Eatery and Mark Kreiner as VP of marketing for the three other brands.

“I am thrilled to see WOWorks’ corporate infrastructure expand to include these new chief brand officers and vice presidents of marketing, plus 10 additional staff promotions that involve expanded responsibilities and goals,” WOWorks CEO Kelly Roddy said in a statement. "In order to improve unit-level economics and drive overall growth for each restaurant brand, we are bringing senior strategic and tactical oversight on every brand. The corporate restructuring will also get these executives more ingrained with each restaurant's brand."

Last month, WOWorks acquired Barberitos and Zoup!, as the St. Petersburg, Fla.-based company sought to add more fast casuals to its fold that focus on healthy eating and a largely plant-based menu.

WOWorks, with its six brands, has said it intends to have more than 400 locations by the end of the year.

Borstein said she sees co-branding potential with the brands she oversees.

“I look forward to providing the support system to all franchisees to help them transition to WOWorks, as well as the opportunity of offering two menus at one restaurant,” she said in a statement.

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