As it navigates Chapter 11 bankruptcy filing and adapts to a new era under the ownership of Mississippi-based Flatheads LLC, local chain Tijuana Flats will now operate under new CEO James Greco.
“Tijuana Flats is a great brand that is meaningfully differentiated and provides a platform to build upon to create a memorable guest experience,” said Greco in a prepared statement. “We will revitalize the business by implementing initiatives focusing on the four brand basics of people, place, product and positioning.”
OBJ reports that Greco was formerly CEO at Vermont-based bakery chain Bruegger’s from 2003 to 2011, where he led a rebrand, location refurbishments and introduced a bigger emphasis on catering. From there he went on to international pizza franchise Sbarro, of Columbus, Indiana, where he was brought on to help the chain recover after bankruptcy.
Topping off the significant change, the brand has also hired Ingrid Hebel as vice president of operations to lead an operations transformation for the brand.
