Newly created positions pose challenges for the first to pioneer the role, yet also offer the benefits of the blank page, a canvas on which the shiny-eyed executive paints their dreams upon, in theory. This article is part of a Franchise Times digital-only Q3 series on “Lessons in Leadership.”
Lauriena Borstein has been promoted to chief brand officer of WOWorks’ brands Saladworks, Frutta Bowls and 68-unit Zoup Eatery, which WOWorks acquired in May.
Lauriena Borstein joined the team at Saladworks in May 2019 after being a longtime customer. She was the vice president of operations at 108-unit Saladworks when CEO Kelly Roddy unveiled WOWorks, the new umbrella company backed by Centre Lane Partners, which acquired Garbanzo Mediterranean Fresh and Frutta Bowls at the same time in fall 2020.
Now, Borstein has been promoted to chief brand officer of Saladworks, Frutta Bowls and 68-unit Zoup Eatery, which WOWorks acquired in May.
“With the addition of each brand, I’ve been focused on transitioning the team members and franchisees into the WOWorks systems and culture,” Borstein said, and “most importantly, building strong programs and processes we can duplicate as our one ‘wow’ way of operating as we onboard other brands.”
Borstein added her proudest accomplishments at Saladworks include successfully partnering with franchisees to bring back consistent execution of the brand and implementing third-party delivery partners before the pandemic.
Prior to joining Saladworks, Borstein worked at Rita’s Italian Ice and Frozen Custard for 13 years in various roles, overseeing areas from supply chain and operations to research, training and real estate. Those experiences will help Borstein as she oversees the many different aspects in her new role.
“We are a company focused on growth, and with that comes continuous change,” she said. “Having managed both big and small cross function teams through very challenging times, I’m ready to support my teams and franchisees as we grow.”
Her focus will be continuing to bolster support for franchisees under each WOWorks brand, which have dedicated operations and marketing teams. That design allows for unique strategies tailored to each brand’s underlying goals. WOWorks is also launching a technology stack across each of its brands, which will prove vital for building marketing and sales strategies, Borstein said.
“Being the first to hold your title means that you have no one to be benchmarked against, which can be an advantage or disadvantage,” she noted.
John Geyerman is the new chief brand officer of Garbanzo Mediterranean Fresh, The Simple Greek and Barberitos Southwestern Grille and Cantina. The two latter brands were acquired by WOWorks in March 2021 and May 2022, respectively.
“You have to be flexible to develop the position into what it needs to be successful. It is critical to quickly adapt to change and open to feedback from all levels.”
Borstein added it’s helpful to have a counterpart trailblazing the role with her. John Geyerman is the new chief brand officer of Garbanzo Mediterranean Fresh, The Simple Greek and Barberitos Southwestern Grille and Cantina. The two latter brands were acquired by WOWorks in March 2021 and May 2022, respectively.
“As we’ve added five additional brands, there have been countless hours of enterprise process alignment and consistency work that’s been done,” said Geyerman, who joined Saladworks in October 2019 after cutting his restaurant teeth at Schlotzsky’s and Dickey’s BBQ.
“It’s not sexy, but it requires a lot of effort to onboard brands and align systems, processes, technology and most importantly, to onboard existing team members with integrity and in a way that honors and values what they have built.”
Geyerman noted labor seems to be stabilizing and the WOWorks brands are getting back to running the business strategically, which will allow him to focus on building the culture in the restaurants “as opposed to simply trying to keep the stores staffed and guests taken care of, which has been the focus over the past 18 months or so.”
Pioneering the new role of chief brand officer offers flexibility in approach and style, Geyerman said, and affords him the luxury of setting a precedent for what “right” looks like.
Yet, the title comes with no roadmap, which means building infrastructure and process. “This requires a lot of conversations and learning from the team in the field who are out there each and every day taking care of our guests,” Geyerman said. “They are the subject matter experts; the tip of the spear so to speak.”
Read more from this digital series:
Zaxby’s Leader Shares How She’s Pioneering a New Role
Unleashed Brands’ First CIO Shares What it Takes to Pioneer a New Role
Penn Station’s First Franchise Director Shares How He’s Pioneering a New Role