Red Robin Gourmet Burgers Inc. has appointed former Applebee’s executive John Schaufelberger as vice president of brand marketing, the company said Tuesday.
In the newly created position Schaufelberger will be responsible for overseeing advertising, media, national promotions, communications and in-store merchandising for the Greenwood Village, Colo.-based casual dining chain.
Schaufelberger was previously the vice president of marketing communications for Applebee’s. Before his work there, he was senior vice president of marketing and communications for Burger King in Europe, the Middle East and Africa, leading a regional marketing team and contributing to that chain’s same-store sales increases. He also worked with Burger King in the U.S. in product marketing, culinary and innovation, Red Robin said.
Before Burger King, Schaufelberger led marketing efforts for Arby’s Restaurant Association, and he began his career at Foote, Cone and Belding Advertising, which at the time had Taco Bell as a client.
“John is a tremendous addition to the Red Robin team as we continue to transform Red Robin into an industry-leading casual dining brand,” said Denny Marie Post, Red Robin’s senior vice president and chief marketing officer. “His leadership experience in marketing, both in the U.S. and overseas, and in both quick service and casual dining, make John an ideal fit for the Red Robin team today and into the future.”
Schaufelberger joins Red Robin as the chain is working on a brand transformation that company officials say has begun to show traction. The chain has added new appetizers and desserts, along with an upgraded cocktail program, as well as a new spiral menu to showcase the food and drink options.
The chain is also testing various remodel packages, and has rolled out changes in plating and food presentation, as well as service enhancements.
Red Robin operates or franchises more than 470 restaurants in the U.S. and Canada.