Just this past week, B.GOOD added to its executive team with the hire of Brent Feldman as chief marketing officer. He arrived from an EVP, group account director role at Hill Holliday, overseeing a wide range of clients including Dunkin’ Brands, Chili’s, and Coca-Cola. In addition to building brand awareness and driving sales, he will be tasked with sharing a message true to the brand’s roots, while telling stories about the farmers who source B.GOOD ingredients, the company said. “The surface has barely been scratched on the stories it has to tell about itself,” Feldman says in a statement about the brand.
The better-burger revolution has certainly spawned competition not only for fast food outlets but like-minded burger chains as well. Fuqua says that B.GOOD was founded on the concept of great burgers, and its expansion into bowls, salads, and smoothies “means there's something on the menu for anybody who wants to just eat a little better.” Such a wide variety of choices means a family whose members want different items “can come to B.GOOD and everybody can be happy.”
The company is anticipating further corporate and franchise development. “We have some pretty aggressive targets this year,” Fuqua adds, “and we will continue to grow in the Northeast and in a couple of new markets as well.” Currently, B.GOOD has an 80/20 mix of corporate versus franchised units. Franchising began in March 2013.
“I think with a brand like this, we want to make sure that we have control of what's going on,” Fuqua says. “I've met our franchisees, and across the board they are really genuinely good people who are excited about the brand, so I'm excited about growing with them and in blending more into the fold. But corporate development is still something a brand like this needs so that we can continue to build out the concept.”
Before working at Boston-headquartered B.GOOD, Fuqua spent nearly nine years at Dunkin' Brands, accruing experience and assuming leadership roles in areas including marketing, operations, supply chain, and strategy. That experience is proving to be invaluable for his new role at B.GOOD.
“It's tough for me to say anything bad about Dunkin',” Fuqua says. “I learned so much there and definitely grew up as an executive there, and they gave me so many opportunities. B.GOOD is at a much different stage, and it's fun to apply some of the things I learned into part of a concept that is right on trend. People are looking for healthier ways to eat. They want to be part of brands that are interacting with their community. I think B.GOOD hits on all notes in that area.”
Fuqua estimates that during his time at Dunkin' the chain opened roughly 2,500 units. A valuable lesson he gleaned from that experience is that he could see how one can make decisions during pre-scaling that could be easier to put in place than after a company has expanded a concept. He is hoping to be ahead of the curve in that regard with B.GOOD.