Operations

Pokeworks promotes Steve Heeley to CEO

Provided

August 16, 2021

In a move to bolster its growth strategy and strengthen the brand, Pokeworks, a fast casual serving traditional Hawaiian-inspired poke, has promoted CMO Steve Heeley to CEO, effective Aug. 12, according to a press release.

The brand plans to add 10 locations by the end of 2021.

Heeley

Heeley joined Pokeworks as CMO in March 2021 with a background in brand management, menu creation and health-centered restaurant development. Prior to that, Heeley was CEO at Veggie Grill, where he led the growth of the plant-based, fast-casual concept through rebranding, menu development and digital transformation. Heeley has also held executive roles at Earl of Sandwich, Au Bon Pain, The Coffee Bean Tea Leaf and Beja Fresh.

In his role as CMO of Pokeworks, Heeley directed the marketing department while helping the company's digital revenue, product development and customer relationship management strategies. As CEO, Heeley will be working to build the brand, team and systems to support franchise operators.

"It has been exciting and humbling to be part of the tremendous growth of this brand," Heeley said in the release. "Pokeworks' founders, management team, and franchise partners have done an incredible job of growing Pokeworks into a hugely successful national brand in a short period of time. I am excited to build on this foundation and help guide Pokeworks into the future with our shared vision to become the most trusted, leading, premium fast casual poke brand in the world. Poke is no longer a trend; it has matured into a broadly accepted growth category in fast casual."

Pokeworks has been included in Fast Casual's Top 100 Movers and Shakers three years in a row, including being ranked in the top five brands for 2019 and 2020. Pokeworks plans to continue expansion in 2021 and 2022.

"Pokeworks is an evolving restaurant, rising to meet the needs of consumer demand for high quality, premium fast casual options that are differentiated," Mike Chen, president and co-founder at Pokeworks, in the release. "Under Steve's leadership, Pokeworks has and will continue to grow into a consumer-focused brand. With Steve's past CEO experience and his commitment to setting Pokeworks up as the most trusted, premium poke brand, we have no doubt he will lead us to a future success as we continue to innovate, adapt and grow with world-class franchise partners."

In another executive move, Mike Wu, past CEO and co-founder of Pokeworks, will become head of culinary.

"This announcement is a strategic part of our company's evolution," Wu said in the release. "There are exciting times ahead and I know Steve is looking forward to working with everyone at Pokeworks to help write the next pivotal chapters in our story."

Pokeworks has more than 60 locations in North American and plans to open another 75 by the end of 2022.