Leading the Communications Behind a Multi‑Year Transformation
Case Study: GoTo Foods Enterprise Transformation & Brand Reinvention
As Senior Vice President of Strategic Corporate Communications, my team and I played a central role in Focus Brands’ evolution into GoTo Foods, a modern, unified platform company built to accelerate innovation and scale shared capabilities across seven iconic restaurant brands.
Over two years, I helped shape the narrative, guide the organization through change, and architect the brand reveal that marked the company’s new era.
“This wasn’t just a rebrand — it was the public signal of a deeper enterprise transformation.”
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How It Worked
From Siloed Brands to a Unified Platform
Focus Brands had long operated beloved restaurant brands independently, each with its own systems, processes, and go‑to‑market strategies. The transformation aimed to break down silos and build shared enterprise capabilities that could unlock speed, efficiency, and multi‑brand value. I developed the communications strategy that explained why the company was transforming, how the platform model would work, and what it meant for franchisees, employees, and partners. Her messaging architecture became the backbone of CEO communications, franchisee engagement, and internal alignment.
Architect of the GoTo Foods Brand
When the company prepared to unveil its new identity — GoTo Foods — I orchestrated the strategic rollout to team members, franchisee and business partners and the media. She shaped the brand story, messaging, and executive communications that introduced the new name and identity to the enterprise and the industry.
- The work ensured the rebrand reflected:
- A modern, unified platform company
- A future‑focused enterprise
- A “go‑to” portfolio of beloved brands
- A no‑limits vision for growth
The Defining Moment: Global Franchisee Conference
The transformation reached its emotional and strategic peak at the annual global franchisee conference — a multi‑ million‑dollar event attended by thousands of franchise owners and operators. I led the strategy, messaging, and mainstage content for the entire conference, including the brand reveal, including:
- Executive keynote development
- Multimedia storytelling
- Brand reveal choreography
- Franchisee engagement strategy
- Production oversight
The reveal landed with overwhelming enthusiasm, energizing the system and aligning franchisees around the company’s future.
The Impact
Over the course of nearly five years, the communications strategies, transformation and rebrand delivered measurable results across the business:
- Achieved Great Place to Work® certification
- Tripled system sales from company‑enabled digital channels
- Added 4+ million new loyalty members in one year
- Signed more than 1,150 franchise agreements and opened nearly 400 stores.
- Streamlined brand PR, commnicatosn and social media efforts, resulting in a YOY increase for 4 straight years.
My leadership helped unify the enterprise, inspire franchisees, and position GoTo Foods for long‑term growth.
Want to Read More?
Check out the full article from QSR Magazine.