Operations
Bagel Brands CEO prioritizing efficiency
CEO Jessica DePetro discusses egg prices, growth plans and the challenge she issued to her team to deliver a simplified process and execution strategy to reduce the pricing timeline by over 30%.
April 25, 2025 by Cherryh Cansler — Editor, FastCasual.com
Although Jessica DePetro has been with Bagel Brands for nearly three years, she was officially promoted to CEO and president three months ago after first serving as CFO and "acting president."
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| Although Jessica DePetro has been with Bagel Brands for nearly three years, she was officially promoted to CEO and president three months ago after first serving as CFO and "acting president." |
Bagel Brands, the parent company of Einstein Bros., Bruegger's, Noah's and Manhattan Bagels, headquartered in Denver and surpassing over 1,100 locations, is ready to grow under DePetro's capable hands. FastCasual chatted with her about those plans as well as the challenge she issued to her team to deliver a simplified process and execution strategy to reduce the pricing timeline by over 30%.
Q. Before joining Einstein Bros. Bagels, you hadn't been in the food industry. Now that you've been in it for almost three years, how does it differ from your past industries? What do you wish you would have known before starting?
A. I'm lucky to have had a wide variety of experiences across companies during my career. While I had some exposure to food service in my roles with Vail Resorts and Life Time Fitness, the most meaningful difference has been the incredibly fast-paced nature of the restaurant industry. Despite the change of pace, however, a consistent thread remains the passion for delivering an experience that resonates deeply with customers. You're not just working with numbers or products but with people's everyday lives and routines.
What I wish I'd known before starting? Probably how much innovation and agility are required to keep up with ever-changing consumer preferences and market trends. The food industry moves quickly, and staying ahead requires both strategic planning and creative flexibility. I've learned that you need to be prepared to pivot often and adapt to new circumstances.
Q. How has your background in finance prepared you to run the brand?
A. In my early consulting days, I received a wonderful foundation in learning to tackle complex and ambiguous challenges using data and strategic thinking. Later, my finance roles at companies solidified my financial planning and analysis skills that were enhanced by the incorporation of customer data. These experiences also enabled my role as a "connector" across functions as Finance has a wonderful vantage point seeing the activities at an enterprise level.
This experience helps me strike a balance between driving profitability and delivering a great experience for our guests. I'm focused on making smart, long-term decisions — whether that's optimizing our supply chain or investing in new technology—that support growth and protect the guest experience while keeping our core values intact. My finance background gives me the tools to think critically and act strategically, all while keeping the bigger picture in mind.
Q. What was the first thing you changed when you arrived nearly three years ago?
A. One of my earliest priorities was taking on pricing with a mandate to reduce execution time and increase flexibility, all while supply chain pricing was still fluctuating significantly. Thankfully, I inherited a great Finance team with a willingness to roll up their sleeves to dive into the project. We challenged ourselves to "let go of the way things had always been done" and to work closely with our internal customers to find a sustainable solution. In a very cross-functional effort, the team was able to deliver a simplified process and execution strategy that reduced the pricing timeline by over 30% and didn't lose any effectiveness. This was an impactful project that demonstrated the power of an enterprise leadership mentality; a mindset that I advocate strongly today.
Q. How is the campaign to rule breakfast (song and video) going? Why did you decide to have a presence on Spotify and Netflix? Can you share some numbers when it comes to capturing engagement and increasing traffic to the breakfast daypart?
A. This is the year we are trying really hard to penetrate the breakfast conversation. The "Forget the Fork" campaign has been a big hit and a fun way to introduce our new Country Bagels and Gravy Egg Sandwich. The campaign's energy, combined with the catchy song, really capture the essence of why breakfast should be fun and fulfilling — and of course, why it's best enjoyed without a fork. The song and video are a playful way of celebrating the creativity and boldness that comes with our new breakfast offering.
We decided to have a presence on Spotify and Netflix because these platforms allow us to connect with customers in places where they're already engaging with content. We're interested in tapping into a whole new demographic and introducing them to our brand. It's really about becoming part of the cultural conversation, and these platforms gave us an opportunity to do that in a unique way.
Q. During the pandemic, I know you cut your operating hours. What are they now?
A. During the pandemic, we made the decision to adjust our operating hours to better accommodate our employees and customers. Interestingly enough, 60% of our sales happen between 7 and 11 in the morning, so changing our focus to a singular shift was actually quite beneficial.
Currently, our stores are open from 6 a.m. to 2 p.m. daily, which are the same hours that we changed to during the pandemic. These hours help us support a healthy work-life balance for our employees, making us an even more appealing employer. This schedule reflects the preferences we've observed from our customers, and we remain flexible to adjust if needed to best serve our community.
Q. How are you guys dealing with elevated food costs, especially eggs?
A. Eggs are at the heart of what we do, and our supply chain team works incredibly hard to ensure quality in that category. We use cage-free eggs in the bakery for our egg sandwiches, and we've built strong, successful partnerships with our suppliers. These efforts are always reflected in our pricing, and we're proud to offer exceptional value in every egg sandwich we serve.
About Cherryh Cansler
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