Creative culinary brand The Salty Donut, known for its 24-hour brioche donuts, meticulously sourced coffee program and buzzy limited drops that create lines and move fast, has a new chief executive officer.
To build upon the brand’s success, Maria Rivera, an accomplished hospitality executive with deep operational, brand expansion and capital markets experience, has been named The Salty’s new chief executive officer, reporting to The Salty’s board of directors. Rivera joined in the spring and has spent the past four months inside the business, bringing operational discipline to every part of the company and setting the leadership structure for its next phase. Her focus is simple: Make every shop as good as the first, own the morning and build what comes next.
Rivera has spent her career building brands people love and the companies behind them. As President of Krispy Kreme U.S., she led the brand during a period when it ranked number one in brand love. Later, as CEO of Smalls Sliders, she built a 320-unit committed development pipeline. She has also served as CEO of Starbird, Director of Operations at Hilton and Walt Disney Company, Regional VP at Darden Restaurants and TGI Fridays, and is the Founder and Managing Partner of RC Hospitality Group, an operator-led venture studio that builds and scales emerging brands with purpose.
The Salty operates more than 20 shops across eight states. Amanda Pizarro founded The Salty while still in college alongside her then-boyfriend, now-husband Andy Rodriguez as a pop-up shop. Under the new structure, Pizarro becomes founder and chief brand officer and Rodriguez continues as co-founder and board member.
“We’ve watched Maria work from the inside since spring,” said Pete Pizarro, chairman of the board. “Her deep experience and clear love for the brand made the decision easy.”
“As the first Latina to lead a U.S. restaurant brand, I couldn’t be more excited to join one that is Latina founded,” Rivera said. “The Salty already has the hardest thing to build: guests who line up for it. My job is everything behind that line; the systems, the team and the discipline that make every shop as good as the first. What comes next? People will have to see for themselves.”
“We built something people love,” Pizarro said. “I’m excited to work alongside Maria, who has been such an evangelist for The Salty, to help continue to build the company to take it everywhere it belongs while preserving what makes it special.”
The Salty is known for its creative collaborations with brands like Poppi, Snif, Summer Fridays, Salt & Straw, Natalie’s Juices, Mini Cooper and more, as well as its intentional commitment to its local communities through partnerships and events. More exciting partnerships will be announced soon.
For more information, visit saltydonut.com.
