Industry News | November 11, 2011

New Charley's VP Tasked with Bringing Brand to Life

Charley’s Grilled Subs named accomplished marketing veteran Mike Cassar as the company’s new vice president of marketing.

Cassar, a leader in branding, digital marketing, and franchise relations, is tasked with bringing the brand personality of Charley’s to life. He has extensive experience building brand equity for global consumer brands including companies such as Valvoline Instant Oil Change, Michelin, XM Radio, Craftsman, IBM, and Ford Motor Company. Most recently, he served as chief marketing officer for EAS Technologies.

“Charley’s is an outstanding company with a tremendous following and superior food,” says Cassar. “The foundation is all here; we just need to spread the word and bring the qualities that make Charley’s such a unique experience to life. I’m thrilled to use my expertise to help communicate this message to the consumer, and I am excited about what’s in store for the company.”

In his previous roles, Cassar focused on building strong working relationships and brand and sales growth solutions. He earned his BA in Business and Communications and his MBA in Marketing from the University of Michigan.

“Everything Mike does begins and ends with the consumer,” says Charley Shin, CEO and founder. “Mike shares our passion for hot, fresh food and our vision for the brand, and I’m confident that Mike’s experience and consumer-focused approach will help lead Charley’s in the right direction.”

The company, founded in 1986 by Shin, has grown to more than 430 locations in 16 countries. In 2010 alone, 38 new Charley’s restaurants opened. The company is planning to build another 46 locations this year. In addition to fast U.S. restaurant growth, Charley’s has also hit some milestones with development overseas. Charley’s recently signed its 12th location in the United Arab Emirates and will soon be opening in the Dubai International Airport in Terminal 1. In addition, Charley’s expanded this year to the Dominican Republic and Brazil.

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