Hot Head Burritos has promoted longtime executive and franchisee Peter Wiley to corporate vice president, chief marketing and chief technology officer, giving him a broader role in shaping the Dayton, Ohio-based fast-casual brand. Wiley joined Hot Head in 2007 and most recently served as director of marketing and IT. He will now oversee marketing strategy and technology initiatives while taking on wider companywide responsibilities across a system of nearly 90 restaurants.
Wiley's connection to restaurant operations predates Hot Head Burritos. He began working in his family's Skyline Chili restaurants at age 12 and went on to work in roles ranging from the kitchen and bar to restaurant management. He later developed more than 20 years of experience across brand development and marketing, spanning television, radio, digital media, mobile applications and social platforms.
That operating background also extends into franchise ownership. Wiley owns and operates 10 Hot Head Burritos restaurants across the Toledo, Youngstown, Akron and Cleveland markets, giving him direct experience with the challenges and opportunities facing franchisees. Kelly Gray, president and co-owner of Hot Head Burritos, said Wiley understands the brand from the perspectives of a marketer, operator and franchisee.
Wiley's promotion follows several recent marketing and menu initiatives, including the Queso Gone Wild and BBQ Pork Carnitas campaigns. He also helped turn attention around Beaver's Mini Mart in Beavercreek, Ohio, into local support, with Hot Head donating 100% of one day's sales from its nearby restaurant to help the small business. Wiley also serves on Qu's Advisory Board, contributing his perspective as both a restaurant operator and technology leader.
For franchise brands coordinating promotions across multiple restaurants, campaign planning can become more complex as the network expands. Gorilla Dash offers a Competitions and Promotions feature that can help franchise organizations coordinate promotional initiatives and customer engagement campaigns across their locations, providing a structured way to manage activities alongside broader growth efforts.