VP Marketing – Jack’s Family Restaurants

Company Background
Jack’s Family Restaurants Global Search Report Vice President, Marketing
The Jack’s story began in 1960, when entrepreneurial founder Jack Caddell opened the first McDonald’s-inspired hamburger stand with its iconic slanted roof and orange and yellow stripes in a Birmingham suburb. Over the years, the brand’s popularity continued to grow and customers came from miles around for the famous fresh burgers, crinkle-cut fries, and hand-dipped shakes.
More than 50 years later, Jack’s has become an established and beloved Southern premium QSR brand with 140 company-owned (no franchised) locations across Alabama, Tennessee, Mississippi, and Georgia. Jack’s highly engaged workforce is dedicated to delivering a top quality experience with real Southern hospitality, focused on a limited menu of handmade items served in a warm and inviting atmosphere. The timeless American classics menu includes approximately 35 items with a highly craveable Southern flavor profile that the company has evolved over the years. Signature menu items include a unique combination of fresh hamburgers, bone-in fried chicken, and never frozen hand-breaded chicken fingers, along with fresh sides, salads, hand-dipped shakes, and Jack’s famous breakfast offering featuring plated breakfasts and an assortment of made-from- scratch buttermilk biscuit sandwiches. In addition to the restaurants, Jack’s also operates its own highly efficient, vertically integrated distribution center, which services all Jack’s locations as well as approximately 650 Subway franchisees in the region.
This regional favorite has grown to become one of the largest QSR chains in Alabama, with total restaurant revenues in excess of $275 million and corporate-level EBITDA of over $55 million. Importantly, Jack’s has consistently outperformed its QSR competitors with average unit volumes over $2.0 million and with same store sales growth well above the industry average. Jack’s serves the three core dayparts of breakfast (37%), lunch (39%), and dinner (24%) with 65% of sales via the drive-thru. All restaurants open more than one year are cash flow positive and generate impressive unit-level EBITDAR margins. There have been no store closures in the last 13 years. The company’s metrics reflect one of the most impressive performances in the restaurant space, which is evidenced by the over 20% fully capitalized new store return profile (80%+ estimated on build-to-suit units). Jack’s proven consumer proposition resonates with guests by serving high-quality ingredients, great value, speed, and convenience from an authentic southern brand with strong multi-generational civic value.
Jack’s is well positioned as a major regional leader with significant opportunities in adjacent markets that have similar demographic characteristics. Market data also indicates the potential for hundreds of additional locations in the company’s current four-state footprint. This includes a great opportunity to continue building restaurants in the core markets in Alabama. Grassroots marketing activities such as sponsoring local causes, athletic events, and charities have forged a deep connection and loyalty with Jack’s consumers and positioned the brand as a community-gathering place. Recent changes in the overall marketing plan and TV advertising have also yielded impressive returns.
In July 2015, Onex, a Toronto-based private equity firm, completed its acquisition of Jack’s, at which time former owner Benny LaRusso retired from management. Onex is one of the oldest and most successful private equity firms with offices in Toronto, New York, and London and over $21 billion under management. Through its Onex Partners and ONCAP private equity funds, Onex acquires and builds high-quality businesses in partnership with
Executive Search and Strategic Consulting to the Hospitality, Food Service, Manufacturing, and Retail Industries Worldwide
The Elliot Group Global Search Report
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talented management teams. The equity investment in Jack’s was be made through Onex Partners IV, a 2014 vintage fund with $5.7 billion of commitments.
Todd Bartmess joined Jack’s as Chief Executive Officer in November 2015. Todd previously served as President and Chief Executive Officer of Heartland Foods, the second largest Burger King franchisee in the world with over 375 restaurants. Prior to that, he worked at Burger King’s corporate offices as Senior Vice President, Franchising and Development where he led all Burger King development and franchising activities across North America. Todd also has senior operating experience with other restaurant chains including YUM and Dunkin Brands.
Todd and the Onex team have great confidence in the brand, and 2016 has been a banner year as they set sales and profit records, and at the same time improved systems and infrastructure. There are still great opportunities to institute best practices in innovation, marketing, real estate development, and technology, to continue the significant potential to accelerate the company’s growth trajectory. Todd recently recruited financial leader Matthew Lallatin as Chief Financial Officer.
Culture is one of the key success factors for the brand. Not your typical QSR, Jack’s is deeply imbedded in the local community. The company Vision clarifies:
Be a company where the happiness of our guests and our employees are THE PRIORITY. We will serve quality handmade food and create an atmosphere where guests feel like family and cannot wait to return. This will help us become the most successful regional restaurant chain in the South.
The company measures its success by management and employee turnover metrics (currently both are better than industry norms), restaurant sales volumes (again better than competitors), restaurant profitability (clearly industry leading) and organic and new restaurant opening and growth (currently tracking at 8-10% annually.)
Jack’s Values reflect a passionate commitment to people that encompasses:
• Smiling Faces and Friendly Service — no jerks allowed!
• Integrity – commitment to do the right things with the highest standards of honesty and ethics,
and a reputation for delivering on promises
• Fun – making sure to enjoy the journey in this exciting business
• Developing & Training People is a Passion – providing opportunities for growth and to improve
• Never Settling – Not accepting “good enough” and striving for continual improvement
• Results – holding ourselves accountable for delivering great results
• Recognition – Recognizing great accomplishments and rewarding exceptional performance –
taking joy in the success of teammates
• Team Work – we win or lose as a team – no single person is more important than the team • Service to Community – We will be an integral part of the communities in which we operate
Jack’s has retained The Elliot Group to conduct an extensive search for a high energy, enthusiastic and talented, up and coming marketing leader to join the team as Vice President of Marketing.
Executive Search and Strategic Consulting to the Hospitality, Food Service, Manufacturing, and Retail Industries Worldwide
Position Overview
The Elliot Group Global Search Report
Jack’s Family Restaurants – Vice President, Marketing Page 3
Based in Birmingham, Alabama, and reporting to the Chief Executive Officer, the Vice President of Marketing is responsible for all aspects of marketing including broadcast media, consumer insights and analysis, social, digital, menu, catering, POP, market entry and grand openings, restaurants design and communication. This person will partner with the senior leadership team to drive profitable growth.
As a key member of the senior leadership team, the Vice President of Marketing serves as the critical resource on all brand, menu, and marketing matters. S/he will assume a major role in achieving the brand’s full potential.
The position currently leads a team of five including two Local Store Marketers, a Brand Marketing Manager, Merchandising Manager, and Marketing Analyst. In addition there is an outsourced specialist in social/digital marketing and TBH, a full service local agency that provides additional creative and media buying services.
Specifically, the Vice President of Marketing will be responsible for:
• Day-to-day leadership of the department, ensuring that all areas are managed with excellence
• Managing a $8M budget, of which 65% is currently dedicated to media
• Working closely with the CEO in developing and executing a strategic growth plan; innovating to adapt to market conditions and consumer opportunities
• Building the current marketing team’s capability and structure while enhancing current systems; creating stronger analytics that support data driven sales and marketing decisions
• Establishing the cadence, discipline and marketing rigor appropriate for a company that may go public in the future
• Forecasting, projecting trends, and managing annual budgets and long-term financial objectives to proactively direct the overall business and achieve P&L objectives, including a detailed understanding of enterprise and unit economics
• Providing ongoing, detailed, and substantive communication to Onex and the Board of Directors as needed
• Supporting new unit development activities with grand opening and local store marketing activation activities
• Developing and executing an outside store catering program
• Developing and executing a loyalty program
• Working with outside consultants to design Jack’s Store of the Future, first prototype to open in 2017
• Working with agency to deliver 7 effective campaigns per year
• Improving annual calendar planning process and execution
Executive Search and Strategic Consulting to the Hospitality, Food Service, Manufacturing, and Retail Industries Worldwide
Candidate Profile
The Elliot Group Global Search Report
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The ideal Vice President of Marketing candidate possesses:
• 10 or more years’ experience in a variety of marketing departmental leadership roles in the restaurant, retail, hospitality, agency, or other multi-unit distributed workforce businesses
• QSR/Drive-thru experience is preferred
• A broad marketing career track including rotations in brand, consumer insights, menu and product
development, field and local store marketing, traditional, digital and social media
• Strong hands on leadership and mentoring skills, with a track record of developing others and ensuring an effective people development and succession plan for growth
• Enthusiasm to work in a smaller organization, wear more hats, and do more with less
• Demonstrated strategic acumen and a record of thought leadership
• Inspirational presentation skills
• High energy with a focus on detail, as well as excellent communication, presentation, and organizational skills
• A deep respect and appreciation for the heritage and success of the Jack’s brand
• Humility to seek first to understand and a collaborative and coaching style to sell in change
• An affinity for the South, either through personal or business connection
• The ability to build upon a strong culture that fosters a confident, resilient, and effective way of thinking, deciding, and acting as both a dedicated individual and as a vibrant organization
• High intellect, analytical capability, and acute business acumen to quickly assess the brand position and inspire the team to mobilize behind a shared vision
• A reputation for impeccable ethics and integrity
• A bachelor’s degree or equivalent, with MBA or other advanced degree viewed with favor
Website Resources
www.EatAtJacks.com www.Onex.com www.TheElliotGroup.com

Apply: Joan Ray: (770) 664-5354 Joan@TheElliotGroup.com