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CEOs to Describe Brand Transformation at Restaurant Finance Confab


James White, above, is CEO of Jamba Juice, one of the panelists at the Restaurant Finance & Development Conference Nov. 9-11. Scott Svenson, MOD Pizza, is at right. Phil Greifeld, Captain D's, is below.

“The company was literally out of cash in September of 2008,” recalls James White about Jamba Juice, the company he was hired as CEO to fix that year. “For me to just save the company was job one.”

White will detail how he transformed the brand, along with Scott Svenson of MOD Pizza and Phil Greifeld of Captain D’s, at a CEO panel at the Restaurant Finance & Development Conference, Nov. 9-11 at the Wynn in Las Vegas.

“We needed to lay out a new vision for the future. I needed to be able to go to investors to recapitalize the firm,” White says, and also to navigate the company away from “where consumers viewed the products as more treat-like, which was not a good place to be.”

Scott Svenson, CEO of MOD Pizza, will tell the story of “two transformations” for his brand. “The first when MOD was founded, and we were exploring whether this category of fast pizza had resonance with consumers. When we started MOD in 2008 no one had been doing this.” Now, of course, players are flooding into the space, and MOD like the others is figuring out how to expand the fastest.

When CEO Phil Greifeld was recruited by a private equity firm to Captain D’s, it was “something that had been successful but they had lost their way,” he recalls. “They were experiencing a lost decade. What led to our success was a simple dining mission of putting the guest first.”

All three CEOs will elaborate at the RFDC, along with restaurant operators and finance experts on more than 25 panels, networking events and a keynote address by Beck Weathers, whose survival of an ill-fated climb on Mount Everest is chronicled in the newly released film “Everest.” Register at www.restfinance.com.



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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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