Restaurant Franchising & Innovation Summit

Speaker Spotlight: Seth Larsen, CDO, Cheba Hut Toasted Subs

Seth Larsen, CDO of Cheba Hut Toasted Subs talks about how stays ahead of the competition while having a blast in today's speaker spotlight.

Photo: Networld Media Group

February 4, 2026 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

Summarize with

The Restaurant Franchising & Innovation Summit is coming to San Diego, California from March 16 to 18, bringing together franchisees and franchisors alike to discuss all the cutting edge trends, technologies, and techniques.

Today's Speaker Spotlight covers Seth Larsen, CDO of Cheba Hut Toasted Subs, who will be sharing his expertise on a panel on how to create a great brand experience across multiple storefronts.

Describe your current role.

Currently serving as chief development officer overseeing franchise sales, real estate and construction but I also support marketing efforts and try to be the best OG Cheba Hut brand ambassador I can be.

What do you enjoy most about your current role?

Our franchisees. We don't exist without them.

What's a common misconception people have about what you do?

I think my parents think I still make sandwiches.

What is one career achievement you're most proud of?

Helping build this brand from the ground up. Hiring people better than me, empowering them and watching them thrive. Deriving worth from others successes.

What industry trends do you think are currently over-hyped and why?

Kiosks: Get real, nobody wants to use those.
Alcohol consumption: It's down but it's always cyclical and I believe it will come back in a big way.
Robots: This is still a people business.

What industry trends do you think don't get enough attention and why?

Supply chain. It's becoming dangerously homogeneous.
GLP1. The amount of calories coming out of the consumption pool is crazy. The long term side effects of these drugs will be noteworthy.
Delivery continues to grow despite it being the most expensive channel.

What advice would you give to someone just starting out in your industry?

Don't drive volume to a s**t show. Don't spend marketing dollars if your ops aren't sound. Don't drive franchise growth if your business model is broken.

What do you do to have fun outside of work?

Stop what you are doing and go see live music.
Crush vertical feet skiing and snowboarding.
Culinary adventures.
Traveling.
Do all of this with my family.

Where did you grow up and how did your upbringing impact the person you are today?

I grew up firmly and proudly in the Midwestern middle class. In doing that you can always expect me to do the right thing and likely find me atop the leader board of the guy you most want to grab a beer with.

Is there anything else you would like to tell people about yourself or your company/organization?

We were voted most beloved delivery brand in 2025.
We have six times our business in seven years and plan on doing it again through 2030 and beyond.
Our AUV is $2.4 million.
We are looking for aligned franchisees to continue our mindful growth.

Click here to register for the Restaurant Franchising & Innovation Summit. Use the code AMCEDIT20 for 20% off checkout.

FranchisingCheba Hut

About Bradley Cooper

Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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