Doug Reifschneider Joins Pita Pit USA Franchise as Vice President of Marketing to Help Push Concept to Next Level
Pita Pit, the “Fresh Thinking, Healthy Eating” brand focused on value and quality through delicious, healthier food options continues to strengthen its positioning in the quick service segment with the hiring of industry veteran Doug Reifschneider as its new Vice President of Marketing. Bringing years of experience in the restaurant franchise space, Reifschneider will be focused on developing innovative campaigns, improving restaurant technology and will look to further enhance Pita Pit’s loyal fan base and market position.
“What attracted me to join the Pita Pit team was the ‘fresh thinking’ approach they take to their business,” said Reifschneider. “Even their interview protocol was different than anything I had experienced in the past. Through discussions with the entire Pita Pit team, I realized there was a unique opportunity to grow the brand, increase the footprint of the restaurants as well as increase guest awareness across the country.”
Reifschneider has a seasoned background in the fast-casual sector, specifically in the franchise space. He most recently served as Vice President of Marketing for Firehouse Subs. In this position Reifschneider grew the brand’s marketing department from a one to 16-person team to help facilitate the growth of Firehouse Subs from 235 to over 1000 restaurants during his tenure. Under his leadership, the marketing team strengthened brand equity through several successful marketing campaigns. The growth the concept experienced was propelled by investment spending by franchisees in the system, and the investment spending was validated through various test markets. Increased spend bought more advertising and proved ROI through appropriate sales growth.
Before his time with Firehouse Subs, Reifschneider served in various roles in field and corporate marketing for Fazoli’s, Hardee’s and Wendy’s. Utilizing his strong marketing base in the franchise space, Reifschneider will leverage his industry experience to help take Pita Pit to its next level of growth by focusing on increasing visitor frequency and ultimately restaurant sales and profits.
“We’re excited to bring Doug on as a member of the Pita Pit executive team as he’ll provide valuable insight to our entire organization,” said Peter Riggs, CEO of Pita Pit USA. “His expertise driving growth through strong national campaigns and implementing store and guest facing technologies is strategy we are excited to use as we continue to compete as a healthier option in the fast-casual segment.”
Since opening its first U.S. location nearly 20 years ago, Pita Pit has been committed to providing customers with a healthier alternative to fast food. But, the brand’s commitment to quality has never ended with its menu. Pita Pit is also constantly enhancing its support network for local owners, and kicked off 2017 by doubling its field team of business coaches who live and provide direct support to locations across the country.
“At this point, we have to be committed as a brand to innovating both internally and externally,” said Riggs. “After just the first few weeks of having Doug on the team, we already have a growing list of priorities that will better support franchisees and improve how our guests engage with the brand. We’re definitely excited to see the evolution of Pita Pit over the next few years.”
Since opening its first restaurant in the U.S. in 1999, Pita Pit Inc. has continued to be one of the fastest-growing quick service restaurant franchises in the country. Offering a healthier and more flavorful alternative to traditional fast-food through its signature grilled taste. Pita Pit’s made-to-order pitas feature a customizable mix of the freshest grilled meats, vegetables, cheeses and zesty sauces all flavorfully packed into a delicious soft pita. The company was founded in Ontario, Canada in 1995, and Pita Pit Inc. was acquired in 2005 by the Coeur d’Alene, Idaho-based Pita Pit USA. Now boasting more than 600 locations across 11 countries, Pita Pit is recognized as No. 1 in its category in Entrepreneur Magazine’s Franchise 500 and was ranked as the 14th fastest growing restaurant chain in the world by Technomic in 2016. Learn more at www.pitapitusa.com.
