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Pita Pit hires former Firehouse Subs exec

September 18, 2017

Pita Pit has tapped Firehouse Subs' former VP of marketing to fill the same role at pita brand. Doug Reifschneider, who is credited with growing Firehouse's marketing department from a one- to 16-person team to help facilitate its growth from 235 to more than 1,000 restaurants, hopes to have a similar impact at Pita Pit, according to a company press release. He'll focus on developing innovative campaigns, improving restaurant technology and enhancing Pita Pit's fan base and market position.

"What attracted me to join the Pita Pit team was the 'fresh thinking' approach they take to their business," Reifschneider said in the release. "Even their interview protocol was different than anything I had experienced in the past. Through discussions with the entire Pita Pit team, I realized there was a unique opportunity to grow the brand, increase the footprint of the restaurants as well as increase guest awareness across the country."

Before his time with Firehouse Subs, Reifschneider served in various marketing roles for Fazoli's, Hardee's and Wendy's.

"We're excited to bring Doug on as a member of the Pita Pit executive team as he'll provide valuable insight to our entire organization," said Peter Riggs, CEO of Pita Pit USA. "His expertise driving growth through strong national campaigns and implementing guest-facing technologies is talent we are excited to use as Pita Pit continues to compete as a healthier option in the fast casual segment."

Pita Pit, founded in 1995, in Ontario, Canada, and acquired in 2005, by the Idaho-based Pita Pit USA, has more than 600 locations across 11 countries. It kicked off 2017, by doubling its field team of business coaches who live regionally and provide direct support to locations across the country, Riggs said.

"At this point, we have to be committed as a brand to innovating both internally and externally," he said.  "After just the first few weeks of having Doug on the team, we already have a growing list of priorities that will better support franchisees and improve how our guests engage with the brand. We're definitely excited to see the evolution of Pita Pit over the next few years."