2021 OC 50: Building a Better Burger, Burrito, and Taco

 OC’s role as a hub for America’s quick-serve restaurant industry has never been bigger, thanks in part to the execs helming these four food powerhouses, who are adding tens of thousands of jobs as they expand operations.

BRIAN NICCOL
Chairman, CEO
Chipotle Mexican Grill Inc.
Newport Beach
NYSE: CMG

Go-to menu item: chicken burrito
Favorite current menu item: barbacoa quesadilla

BIO: Runs OC’s second-most valuable public company. Counts close to 2,800 locations, and expects to open around 200 new spots this year. When the Mexican-themed restaurant chain in 2018 moved its headquarters from Denver to Newport Beach, shortly after Niccol’s appointment, its market cap was around $7B. It’s now worth nearly $40B.

NOTABLE: Company said it intends to hire some 20,000 workers this year in the U.S., while also boosting restaurant wages. The average hourly wage is expected to reach $15 per hour by the end of June. The pay for a general manager position, which Chipotle calls Restaurateur, is expected to average $100,000. The company said it’s possible for employees to work their way up to that position in three and a half years.

QUOTABLE: Chipotle packed a powerful punch in its digital game last year; digital sales spiked 134% from a year earlier to $870M and accounted for half the chain’s overall $1.7B in first-quarter revenue. Chipotle’s loyalty program totals 21 million members. “As our digital ecosystem has evolved from a commerce system to platform of engagement, we continue to look for ways to enhance convenience and access, including Chipotlanes, alternative store formats, digital-only menu offerings and Chipotle Rewards,” he said.

Favorite Menu Item: bean burrito with green sauce

BIO: Head of OC’s largest restaurant operator with systemwide sales of $11.7B and a local workforce of 4,500. Chain counts 7,000 restaurants, including about 130 in OC. Taco Bell recently announced a goal to have 10,000 locations open globally in this decade, with an emphasis on its Taco Bell Go Mobile and digital restaurant efforts. Last month, held hiring fair with aim of bringing on 5,000 new workers.

NOTABLE: Company flexed its digital muscle last year, offering products such as the $5 Create Your Own Box promotion available exclusively through its app and online. It also announced a new, smaller footprint restaurant concept focused on the mobile and off-premise channel called Taco Bell Go Mobile.

QUOTABLE: “After sticking to an in-office routine for many years, I had to challenge myself to reconsider my presumptions around traditional corporate culture and assumptions about working from home,” King wrote in a late 2020 blog post. “Would I be able to onboard new members of my executive team successfully while working remotely? How would I help a struggling colleague without impromptu in-person conversations? I pushed myself to address these issues unconventionally and found that getting away from routine inspires creativity and new perspectives.”

LYNSI SNYDER
Owner, President
In-N-Out Burger
Irvine

Typical order: double meat (fried mustard), extra spread, pickles, chopped chilies

WHY: Heiress of California cult classic burger chain founded by her grandparents in 1948. Third-largest chain based in OC with $1B in 2020 sales. 133 locations, a recent new store opening in Denver area saw eager customers waiting in line nearly 12 hours. Focus on the basics has served firm well; a philosophy of quality food, good service, happy workers, and affordable prices.

NOTABLE: Colorado locations marked seventh state for the company, has announced plans to next expand into Idaho. Notable new locations include a vintage-inspired restaurant that’s going up across from the Las Vegas Raiders’ recently built Allegiant Stadium.

QUOTABLE: Named a Business Journal Businessperson of the Year in January. Of the challenging 2020, said “we really just kind of banded together. We’ve had a great team from the get-go, but I believe that this year pulled us together to really take care of our associates and make sure we could serve our customers.”

MARK WETTERAU
Chairman, CEO
Golden State Foods Corp.
Irvine
Chairman, CEO
Wetterau Associates LLC
St. Louis

BIO: Runs Orange County’s fifth-largest private company with nearly $5B in sales and a workforce of about 6,000. Supplies, makes and distributes food products for companies such as McDonald’s, Chipotle, Starbucks, Chick-fil-A and Wendy’s among others. Feeds tens of millions daily. Started off in St. Louis-based Wetterau Inc., a $6B food business founded by great-grandfather. Ran Shop ‘n Save as CEO in 1987. Returned to family business in 1990 as president and sold business to SuperValu Stores Inc. the following year for $1.1B. Wetterau Associates bought minority take in Golden State in 1998; Wetterau bought out majority owner Yucaipa Cos. in 2004.

NOTABLE: Golden State counts 10 innovation centers globally. It is constantly developing new recipes for foods, beverages and sauces; improving product packaging; and, more recently, creating shelf-stable milk that went to food banks across the U.S. Recently-announced plans to add electric trucks to its last-mile delivery fleet.

QUOTABLE: As to what his favorite GSF products are at some of the company’s customers, says it’s “impossible for me to choose a favorite from our 100 brands of quality menus from customers that we serve, but I can honestly say that I have ‘favorite’ items on each of their menus!”