Dog Haus, the popular fast-casual chain known for its gourmet hot dogs, sausages, and burgers, is undergoing a significant strategic evolution, marked by a substantial expansion of its marketing leadership team and a renewed focus on its franchising model. This proactive restructuring coincides with the brand’s recent foray into international markets, signaling an ambitious push for global growth. The company has appointed James Field as its new Chief Marketing Officer (CMO), a move that underscores its commitment to enhancing brand visibility, franchisee support, and overall market penetration.
The appointment of James Field is a cornerstone of Dog Haus’s ongoing effort to refine its franchising approach, a critical initiative aimed at fostering stronger partnerships with its operators and driving sustainable expansion. Field brings a wealth of experience from his previous role as Chief Innovation Officer at Jersey Mike’s Subs, a highly successful national franchise system. His tenure at Jersey Mike’s provided him with deep insights into scaling a franchise network, a skill set that Dog Haus leadership believes will be instrumental in navigating its next growth phase. Prior to his time at Jersey Mike’s, Field served as CMO for L.A. Libations and played a key role in foodservice marketing for the Cholula Hot Sauce brand before its acquisition by McCormick. This diverse background in brand building, innovation, and strategic marketing across different segments of the food and beverage industry positions him to make a substantial impact at Dog Haus.
The influx of talent from Jersey Mike’s into Dog Haus’s executive ranks has been a notable trend in recent months. Field’s appointment follows closely on the heels of Chris Rigassio joining Dog Haus as President and Chief Development Officer, and Garen Khodaverdian taking on the role of Chief Operating Officer (COO). Both Rigassio and Khodaverdian are seasoned veterans who spent years as successful franchisees within the Jersey Mike’s system. This strategic hiring of individuals with direct franchise operational experience suggests a deliberate effort by Dog Haus to infuse its leadership with a deep understanding of franchisee needs and challenges, aiming to create a more supportive and effective operational framework.
Michael Montagano, CEO of Dog Haus, expressed his enthusiasm for the new marketing leadership. "Welcoming James from the C-suite at Jersey Mike’s to the C-suite at Dog Haus is a game-changing addition for our brand," Montagano stated in a press release. He further elaborated on the strategic importance of Field’s expertise: "His proven experience scaling a national franchise system, combined with the exceptional team he’s assembled across marketing, creative, innovation and digital growth, gives us tremendous firepower to support our franchisees and accelerate Dog Haus’s next era of growth." This statement highlights the company’s dual focus on both internal brand development and external franchisee success, recognizing that robust marketing and innovation are crucial for the sustained performance of its unit operators.
Beyond the appointment of a new CMO, Dog Haus is also elevating existing talent to bolster its marketing and operational capabilities. CJ Ramirez, who has been a pivotal figure at Dog Haus for approximately 15 years, has been promoted to the newly created position of Chief Experience Officer. In this role, Ramirez will be responsible for strengthening brand stewardship and ensuring alignment across various functions, particularly within the newly established system of area directors. His extensive tenure with the company provides him with invaluable institutional knowledge, which will be critical in this new capacity.
The strategic shift to a system of 15 territories, each overseen by an area director, was initiated earlier this year with an ambitious target of opening 100 new units. This new structure is designed to provide more localized support and strategic guidance to franchisees, ensuring consistent brand execution and fostering growth within defined geographical areas. Ramirez’s role as Chief Experience Officer will be crucial in supporting these area directors and ensuring a cohesive brand experience across all Dog Haus locations.
"CJ has been instrumental in shaping Dog Haus into the brand it is today, earning the trust of our franchisees and leadership team through his creativity and relentless commitment," Montagano added. "This promotion recognizes his impact and provides a broader platform to leverage his institutional knowledge and experience as an invaluable resource to Dog Haus’s area directors, franchisees and leadership team during the brand’s next phase of growth." This move signifies a commitment to leveraging internal expertise while adapting to a more structured and geographically focused expansion strategy.
The expansion of the marketing team doesn’t stop with the CMO and Chief Experience Officer. Dog Haus has also welcomed three additional executives with diverse backgrounds in the food industry to further strengthen its marketing operations.
Clare Baños joins Dog Haus as Executive Vice President of Marketing, where she will be responsible for overseeing strategy, consumer insights, guest experience, and paid media. Baños brings a strong track record from her previous leadership roles at Pernod Ricard and her marketing experience at General Mills and Cholula Hot Sauce. Her expertise in consumer-focused marketing and brand management is expected to drive significant engagement and brand loyalty.
Jeremy Fletcher has been appointed Vice President of Creative and Innovation. In this capacity, he will lead brand design, content creation, creative development, and innovation initiatives. Fletcher has a prior working relationship with the new CMO, James Field, having collaborated at Jersey Mike’s where he co-led innovation as Creative Director at Legacy Marketing. His background in creative strategy and product innovation is seen as vital for keeping Dog Haus’s menu and brand messaging fresh and appealing to a broad consumer base.
Catalina Uribe has been hired as Vice President of Off-Premise and Logistics. Her primary responsibility will be to drive growth across third-party delivery platforms and Dog Haus’s digital channels. Uribe also joins Dog Haus from Jersey Mike’s, where she was instrumental in leading restaurant platforms from conceptualization through to commercialization. Her expertise in optimizing off-premise operations is particularly relevant in today’s evolving restaurant landscape, where delivery and digital ordering play an increasingly significant role in revenue generation.
These strategic hires and promotions are occurring at a pivotal moment for Dog Haus, as the company is actively expanding its physical footprint. With approximately 60 units currently operating in the U.S., Dog Haus recently celebrated a significant milestone: the opening of its first international location in Mérida, Mexico. This venture into Mexico is a collaboration with HAK Capital & Brand Management, a partnership that aims to establish a strong presence in the region. The group has ambitious plans to open at least 20 additional units in Mexico over the next several years, underscoring the brand’s commitment to global expansion.
The international debut in Mexico is more than just a new store opening; it represents a strategic pivot for Dog Haus, demonstrating its confidence in its brand concept and operational model’s adaptability to diverse markets. The selection of Mexico for its first international outpost is likely influenced by its robust food culture, growing middle class, and the significant appetite for American fast-casual concepts. The partnership with HAK Capital & Brand Management, a company with established local market expertise, is a crucial element in navigating the complexities of international market entry.
The implications of these strategic moves are far-reaching. The enhanced marketing and leadership team is poised to support both domestic and international growth initiatives. By fortifying its franchising model and investing in experienced leadership, Dog Haus aims to provide its franchisees with the tools and support necessary to succeed, which is crucial for rapid expansion. The company’s ability to attract talent from established, successful brands like Jersey Mike’s speaks to its growth potential and the attractiveness of its franchise opportunity.
Furthermore, the focus on innovation and digital channels, spearheaded by the new marketing hires, will be critical in maintaining Dog Haus’s competitive edge. In an increasingly crowded fast-casual market, continuous menu innovation and a seamless digital customer experience are paramount. The emphasis on off-premise logistics and third-party delivery reflects an understanding of current consumer dining habits and the need to be accessible through multiple channels.
The company’s trajectory from a niche gourmet hot dog concept to a growing national and now international chain is a testament to its adaptability and strategic vision. The recent executive appointments and the international expansion mark a new chapter for Dog Haus, one that is characterized by a deliberate focus on strengthening its operational foundation, amplifying its brand presence, and pursuing ambitious growth objectives across the globe. As Dog Haus continues to evolve, its success will hinge on its ability to effectively integrate its new leadership, support its growing franchisee network, and continue to deliver the innovative and high-quality culinary experiences that have become its hallmark. The coming years will likely see a significant acceleration in Dog Haus’s expansion, both domestically and internationally, as it leverages its strengthened leadership and refined franchising strategy to capture new markets and solidify its position as a leader in the fast-casual dining sector. The initial success in Mexico, with plans for 20 more locations, provides a strong indicator of the brand’s potential in new territories and sets a precedent for future global endeavors.
