Latitude Food Group (LFG), an operator-led restaurant group built to accelerate bold fast‑casual brands, today announced James O’Reilly as its next chief executive officer. The role was previously held by Cody Towns, Latitude Food Group’s legal counsel and now board member, who was serving as interim CEO while the executive search was underway. With more than three decades of leadership across multi-unit and franchise restaurant systems, O’Reilly brings proven experience scaling standout brands and building the infrastructure needed to support LFG’s next chapter of growth.
O’Reilly joins LFG at a defining moment, as the company’s growth strategy gains traction across its two marquee brands, &pizza and Tijuana Flats. Same-store traffic and sales are rising across the portfolio, signaling the impact of the resources, systems and operating discipline now in place. With franchising as the engine for scale, O’Reilly will focus on amplifying momentum, driving disciplined growth and protecting the soul, distinct identity and guest connection that give each brand its edge.
“Latitude Food Group has the kind of energy you can feel immediately – bold, ambitious and built for forward motion,” said James O’Reilly, Chief Executive Officer of Latitude Food Group. “I was drawn to LFG’s challenger mindset, its relentless focus on growth and its commitment to scaling brands without losing the soul that makes each one distinct. This platform was built to win, and with the support of our investors at Kennedy Lewis, I’m excited to help lead its next chapter as we raise the bar for our guests, franchisees, team members and communities.”
James O’Reilly is a transformational restaurant leader with more than three decades of experience guiding national multi-unit and franchise systems through pivotal moments of growth, reinvention and brand acceleration. O’Reilly has built a career turning ambition into scalable momentum, most recently serving as CEO of Ascent Hospitality Management, parent company of Perkins and Huddle House, after serving as CEO of Smokey Bones and Long John Silver’s.
Earlier in his career, O’Reilly helped shape the trajectory of some of the industry’s most recognizable brands through a range of senior marketing leadership roles, including serving as Chief Marketing Officer of Sonic Drive-In and Einstein Bros. O’Reilly also spent time with Yum! Brands, as Chief Marketing Officer for KFC U.S., Pizza Hut U.K. and KFC/Pizza Hut Latin America. Widely recognized as an award-winning CEO, CMO and culture builder, O’Reilly brings the vision, discipline and operator mindset needed to unlock the next chapter of growth for LFG and its portfolio of bold, high-potential brands.
“Our search for the next CEO of LFG was guided by a single objective – finding a leader capable of advancing the vision we’ve built,” said Cody Towns, board member, Latitude Food Group. “James stood out not only for his proven ability to build brands and navigate the complexities of growth, but also for his genuine belief in LFG and its potential. That conviction, combined with his experience and energy, makes him the right leader for this next chapter. We’re excited about what lies ahead and the perspectives he brings to our leadership team.”
Latitude Food Group will unite fast casual and quick-service concepts that share a bold, unconventional spirit. With a focus on vibrant brand identities, daring marketing and a guest-first approach rooted in community engagement, Latitude Food Group aims to drive growth through multi-unit franchising, partnering with entrepreneurs ready to scale dynamic, multi-brand portfolios.
For more information about franchising with Latitude Food Group, please visit www.latitudefoodgroup.com.
