Operations

Secret Burger Kitchen targets 'institutional-grade' scaling with trio of industry heavyweights

Dave Bloom will oversee development discipline and governance; Douglas Fry is in charge of menu discipline, throughput, training systems, decision architecture and operating guardrails, and Brad Haley will build the brand narrative architecture and content systems.

Photo: Secret

March 10, 2026 by Cherryh Cansler — Editor, FastCasual.com

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Understanding that it has to walk before it runs, Secret Burger Kitchen has tapped three industry titans to prepare it for growth: Capriotti's COO David Bloom, Brad Haley, the former CMO of Dave's Hot Chicken, and former Subway North America President Douglas Fry.

"From a development standpoint, I'm focused on readiness gates and partner-fit so growth does not outpace the support system, said founder Paul Koury, who believes assembling the trio team will bridge the gap between his founder-led vision and the rigors of institutional-grade expansion.

To ensure the brand scales without losing its core identity, Koury has divided the operational load into three distinct strategic pillars:

1. Bloom will oversee development discipline and governance, including readiness gates and partner standards.
2. Fry is in charge of menu discipline, throughput, training systems, decision architecture and operating guardrails.
3. Haley will handle the brand narrative architecture, content systems, and launch execution.

Integrating the experts

The integration of these advisors is highly structured, moving from immediate tactical sprints to long-term governance. Koury describes the engagement with Haley, for instance, as a high-intensity collaboration.

"We're excited to welcome Brad Haley as a consultant to SBK for a 60-day strategic sprint focused on narrative architecture, content systems, and launch execution," Koury said in an interview with FastCasual. "This is a time-bound engagement to sharpen the playbook and raise the standard. Following the sprint, Brad will also be joining SBK's Strategic Advisory Board to help guide our next phase of scale."

The triad of expertise

To understand why SBK is moving toward such a disciplined growth model, one must understand Koury's background. He frames his leadership through a "triad" of seemingly disparate experiences: hospitality, technology and the cannabis sector.

"I'm not a traditional restaurant founder; I'm a systems builder who happens to love hospitality," Koury said. "Secret Burger Kitchen is the convergence of three lanes that rarely intersect in one founder."

He breaks that convergence down into three distinct philosophies:

• Systems architecture: "I look at a restaurant as a 'user interface.' If ordering, training, and execution aren't engineered for repeatability, the brand drifts as it grows."

• Regulated-market brand building: "Operating in highly regulated retail taught me how to earn demand when traditional advertising tools are limited."

• Hospitality DNA: "Growing up around hotel operations shaped my bias for service and standards."

Repeatability before expansion

Despite having an active Franchise Disclosure Document, SBK has opted to temporarily pause franchise sales to complete its 90-day "architectural sprint."

Leading the operational charge, Douglas Fry brings the battle-tested perspective of a former Subway executive.

"Secret Burger Kitchen has the product to compete in a crowded burger market, but what differentiates it is discipline," Fry told FastCasual. "Paul is focused on building the right operating foundation first: clear economics, strong partnerships, and a performance-driven culture. That's how you scale a concept without losing its edge."

David Bloom, who played a key role in scaling Quiznos from 18 to 5,000 units, and is now COO at Capriotti's, agrees.

"While most founders sprint to sell territories, Paul is investing ahead of growth to build the operations platform, management systems, and proven business model first," Bloom said. "They're building a scalable, repeatable operating platform, not just another restaurant franchise."

The product advantage

The strategy isn't just about operations; it's about a product that creates a competitive moat. Brad Haley, the marketing mind behind the rise of Dave's Hot Chicken, points to the menu as a primary driver of the brand's potential.

"Secret Burger Kitchen uses a proprietary spice blend in its smash burger patties that gives them an amazing flavor that's head and shoulders above the usual salt and pepper seasoning most chains use," Haley said. "Coupled with their outstanding wings, contemporary beverage program, and cool, urban vibe, the brand has a unique, very compelling and scalable proposition."

Looking ahead

Koury and the team are focused on building a franchise readiness scorecard that will mandate strict criteria for future growth, including partnering with multi-unit operators required to commit to a minimum of three units.

If this sprint succeeds, Koury plans to double down on the board's expertise by adding two additional industry-leading strategic advisers. For now, the goal remains singular: to build a scalable asset class capable of attracting long-term interest from private equity and family offices.

About Cherryh Cansler

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Cherryh Cansler is VP of Events for Networld Media Group and publisher of FastCasual.com. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.

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