McLean, Virginia – October 7, 2026 – Brandon Wilhelm has been officially named Chief Executive Officer of Hangry Joe’s, the rapidly expanding hot chicken franchise chain, with his appointment effective immediately. This strategic leadership transition comes at a pivotal moment for the company, as it aims to significantly scale its operations and solidify its market presence. Wilhelm, who previously served on the brand’s franchising board of directors and most recently as its acting Chief Marketing Officer, is now tasked with navigating Hangry Joe’s through its next crucial growth trajectory. His mandate includes enhancing franchisee support systems, accelerating brand expansion with a target of 20 new locations on the horizon, and investing in the robust marketing and operational infrastructure necessary to sustain this ambitious development.
A Proven Franchise Leader Takes the Helm
Wilhelm brings a wealth of experience to his new role, boasting over two decades of dedicated work in franchise development. His extensive background includes a significant tenure of nearly twenty years with Subway, where he operated as a development agent. During this time, he was instrumental in developing franchise territories across the Midwestern United States, ultimately overseeing the operational strategy for more than 500 Subway locations and providing mentorship to over 140 franchisees. This deep understanding of franchisee needs and operational excellence positions him as a strategic asset for Hangry Joe’s.
His involvement with Hangry Joe’s began in 2023 when he joined the system as a multi-unit franchisee and assumed the role of President of Hangry Development Texas. This hands-on experience as a franchisee has provided him with invaluable insights into the operational realities and profit drivers at the unit level, a perspective he is expected to leverage heavily in his CEO capacity.
Prior to his extensive work with Subway, Wilhelm also co-owned Ole Salty’s Potato Chips, further diversifying his entrepreneurial and business management experience. His career began in a vastly different, yet analytically rigorous field, with Lockheed Martin Aeronautics, according to his professional profile. Academically, Wilhelm holds a bachelor’s degree from Baylor University and an MBA from Southern Methodist University, equipping him with both a foundational understanding of business principles and advanced strategic thinking capabilities.
A Clear Vision for Franchisee Profitability and Expansion
In a statement following his appointment, Wilhelm articulated his primary focus: franchisee profitability. He emphasized a multi-pronged approach to achieving this goal, which includes strategies to reduce the cost of goods sold, implement initiatives to drive increased sales volume, and ultimately improve the bottom lines of individual franchise owners.
"If we give our franchisees the support, marketing, and systems they need to thrive, this brand will grow organically and quickly," Wilhelm stated. "We have the best chicken in the industry and I believe the whole country needs to try it." This sentiment underscores a belief in the product’s inherent strength and a commitment to empowering those who represent the brand at the local level.
Wilhelm has outlined four key priorities to guide his leadership as CEO:
- Strengthening Profitability of Existing Locations: This involves a deep dive into operational efficiencies, cost management, and sales-driving strategies for the current network of restaurants.
- Bolstering Marketing and Advertising Investments: A significant focus will be placed on enhancing brand awareness and driving customer traffic through more effective and targeted marketing campaigns.
- Improving Operational Efficiencies: Wilhelm aims to streamline processes and enhance the overall operational framework of the franchise system to ensure consistency and quality.
- Disciplined Restaurant Development: The expansion strategy will be characterized by a meticulous approach to "pairing the right franchise owner with the right location, every time," ensuring sustainable growth and maximizing the potential of each new market entry.
Hangry Joe’s: A Rapid Ascent in the Hot Chicken Market
Founded in 2021, Hangry Joe’s has experienced a remarkable growth trajectory in a relatively short period. The brand has rapidly expanded its footprint to over 90 locations, spanning more than 20 states across the United States and extending its reach to international markets, including the United Arab Emirates. This swift expansion is a testament to the growing consumer demand for Nashville-style hot chicken and the brand’s effective franchise model.
The financial performance of Hangry Joe’s further illustrates its market success. According to data from industry analytics firm Technomic, the chain concluded 2025 with an impressive $130.1 million in sales, representing a substantial 33.4% increase year-over-year. This robust growth indicates strong consumer acceptance and a competitive edge in the fast-casual dining sector.
The appointment of Brandon Wilhelm as CEO is expected to build upon this momentum. His extensive experience in franchise development, coupled with his recent operational roles within Hangry Joe’s, provides a unique blend of strategic vision and practical understanding. His focus on franchisee success as a cornerstone of brand growth aligns with best practices in the franchise industry, where the prosperity of individual owners is intrinsically linked to the overall health and expansion of the parent company.
Industry Context and Future Implications
The fast-casual segment of the restaurant industry continues to be a dynamic and competitive landscape. Brands that can offer a differentiated product, a scalable operating model, and strong franchisee relationships are best positioned for sustained success. Hangry Joe’s has, in a short time, demonstrated its ability to capture a significant share of the burgeoning hot chicken market.
Wilhelm’s leadership is anticipated to address some of the inherent challenges of rapid expansion. Ensuring consistent quality across all locations, maintaining brand integrity, and effectively supporting a growing network of franchisees are critical elements for long-term viability. His emphasis on operational efficiencies and disciplined development suggests a strategic approach to mitigating potential pitfalls associated with fast growth.
The commitment to investing in marketing and operational infrastructure is particularly noteworthy. As the brand expands, maintaining strong brand visibility and ensuring seamless operations become increasingly complex. Strategic investments in these areas are crucial for driving customer acquisition, fostering loyalty, and supporting franchisees in their day-to-day operations.
The projected opening of 20 new locations signals a continued aggressive expansion strategy. This level of growth requires meticulous planning, from site selection and lease negotiations to supply chain management and workforce development. Wilhelm’s background, particularly his experience with large-scale franchise development, suggests a capacity to manage these complexities effectively.
The statement from Wilhelm regarding the "best chicken in the industry" is a confident assertion that, when combined with a robust support system for franchisees, can indeed lead to organic and rapid growth. The success of this strategy will hinge on the execution of his four key priorities and the continued adaptation to evolving consumer preferences and market dynamics within the competitive fast-casual dining sector.
Hangry Joe’s, under Wilhelm’s leadership, appears poised to continue its upward trajectory, aiming to leverage its product strength and a renewed focus on franchisee empowerment to achieve significant market penetration and solidify its position as a leading player in the hot chicken segment. The coming years will be crucial in observing how effectively Wilhelm implements his strategic vision and navigates the opportunities and challenges that lie ahead for this burgeoning brand.
This article was written by Alicia Kelso, Executive Editor for Nation’s Restaurant News, with reporting on October 7, 2026. The article is approximately a 2-minute read.
