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Pacific Catch restaurant

Pacific Catch realigns management team

Co-founder Keith Cox returns as CEO

Pacific Catch Westcoast Fish House, a seven-unit chain based in San Francisco, has adjusted its management with the return of co-founder Keith Cox.

Cox, who founded the chain with Aaron Noveshen in 2003, has since been involved in other businesses, including the 2015 reacquisition of World Wrapps, a chain he founded in 1995 that now has three locations in California and Washington.

Keith Cox
Photo: Pacific Catch

Cox has been named president and CEO of Pacific Catch, replacing Steve Stoddard as CEO. The company’s last president was Noveshen, who left that role several years ago. His position within the group remains unchanged and he is still CEO of the group's consultancy, The Culinary Edge, and its quick-service chicken concept Starbird.

Additionally, Demetri Gill has been named chief financial officer, replacing JP Lachance, who is now chief operating officer of Equator Coffees & Teas.

Gill most recently was CFO of upscale Italian chain Il Fornaio.

Industry veteran Michael Hislop, a founding board member of Pacific Catch who in the past has served as CEO of Il Fornaio, Corner Bakery and Chevy’s, has been named chairman and will advise the executive team as the chain expands, according to a press release announcing the changes.

Finally, Johanna Rivera, who formerly held a variety of positions at Subway including regional director of Latin America & The Caribbean, is filling the newly created position of vice president of marketing for Pacific Catch.

Tom Hanson has retained his role as chief operating officer.

“I am thrilled to be back at the helm,” Cox said in a statement. “We’ve got some exciting new ideas to implement and we’ve assembled an incredible team to help take Pacific Catch to the next level.”

Plans are underway to open the eight Pacific Catch location, in Walnut Creek, Calif., in spring of 2018, with expectations to expand to other California communities and beyond. 

Contact Bret Thorn at [email protected]

Follow him on Twitter: @foodwriterdiary

Correction: December 15, 2017
This story has been updated with clarifications regarding Aaron Noveshen's role at Pacific Catch and related companies.
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