ATLANTA – Hooters has welcomed three new executives to “the nest,” most recently naming Carl Sweat as chief marketing officer (CMO) to strategically lead the iconic wing destination’s marketing, public relations and brand management initiatives. Hooters also appointed Terri Hoskins as chief human resources officer (CHRO) to lead organizational development, employee relations and recruitment efforts. Additionally, Pete Servold joined the leadership team to support Hooters robust global expansion initiatives as senior vice president of franchise operations.
Sweat brings a wealth of global industry knowledge to his role as Hooters CMO. Having held executive roles with Starbucks and Coca-Cola, he has proven experience in developing and guiding world-famous consumer brands. Hoskins joined Hooters as CHRO in Sept. 2014 and brings extensive human resources experience, previously holding leadership positions with Hess Corporation, Ideal Image, Outback Steakhouse and The Melting Pot. Servold is a seasoned franchise operator and joined the Hooters corporate team in Aug. 2014. He has an established track record in the restaurant industry, including managing franchise operations for McDonald’s and Church’s Chicken.
“Carl, Terri and Pete are all leaders of their crafts, and their collective experience brings tremendous value to Hooters and our franchise partners,” said Terry Marks, chief executive officer, Hooters of America. “We welcome their fresh insights, energy and expertise, which will influence all facets of our business as we continue to drive extraordinary performance and deliver one-of-a-kind Hooters hospitality known around the world.”
Sweat’s most recent position was chief marketing and commercial officer for Atlanta-based In Zone Brands, where he was instrumental in repositioning the company as a more mainstream, consumer-facing brand. Prior to his tenure there, Sweat served as president and chief executive officer of the FRS Company for three years. During his term, he negotiated a national distribution agreement with PepsiCo. Previously, Sweat was senior vice president of the global beverage category for Starbucks Coffee Company, which accounted for roughly 80 percent of the company’s revenue. Sweat first gained consumer marketing experience at Coca-Cola, where he spent 22 years in a variety of management and marketing leadership roles, also helping to launch Coke Zero, one of the company’s most successful product launches in the last 10 years. Sweat rounded out his experience with Coca-Cola during his role as president and general manager of FUZE Beverage, which was purchased and run as a division of The Coca-Cola Company.
Hoskins has an impressive human resources background when it comes to consumer brands. Over the course of her career she has consistently demonstrated the ability to align human resources objectives with the needs of the business. Her expertise runs the gamut from talent acquisition and employee relations, to organizational development and strategic planning. Hoskins will play a key role in socializing Hooters brand values, streamlining recruitment processes and implementing a new electronic learning management system for employee training.
Servold joins the Hooters team from Church’s Chicken where he held the position of vice president of operations for five years, supporting more than 1,700 restaurants worldwide. Prior to this, Servold owned two Tinder Box Vino 100 franchises. Servold started his career in the restaurant industry with McDonald’s, where he spent 20 years working with a franchisee in New England. He then spent the next 12 years working with McDonald’s Corporation as vice president of franchising and operations in the Southeast, a role in which he oversaw 750 restaurants and 135 franchisees.
Hooters is actively seeking qualified franchise partners to continue to “spread its wings” across the nation and around the globe. In 2014, Hooters opened 10 new international locations and just recently signed a development agreement to open 30 Hooters locations across Southeast Asia over the next six years. Hooters plans to accelerate additional restaurant openings and development agreements. For more information about becoming a Hooters franchisee, visit Hooters.com/Franchising.