VertsKebap, a fast-casual Mediterranean restaurant chain, announced that Keith Peterson has joined the company as director of marketing.
In the newly created position, Peterson will focus primarily on building the VertsKebap brand and leading marketing programming to scale the company from 28 to 150 national locations by 2020.
Prior to joining VertsKebap, Peterson worked for Red Bull for eight years in field marketing, consumer collecting and brand management. He led strategic direction for Red Bull’s direct-to-consumer marketing programs in the Southeast United States in 2011. Most recently, he globally oversaw integrated marketing for the branded record label Red Bull Records and its artists, including the multiplatinum band AWOLNATION.
“This is an exciting time for VertsKebap as we introduce more chef-driven menu items to our restaurants. We are excited to have Keith leading our marketing efforts as we grow as a brand,” says cofounder and CEO Michael Heyne. “We are confident he has the skills and experience to help us become the leader in fast-casual Mediterranean food.”
Peterson has already implemented innovative marketing strategies for the brand and spearheaded the search for a new branding agency, selecting New York–based Simmer Media Group. Peterson sees the opportunity to join the VertsKebap team as a chance to be a part of a bigger movement in the restaurant industry.
“Food is now shifting consumer behavior like no other industry and fast-casual restaurants are leading this disruption,” Peterson says. “Eating is no longer simply about sustenance; it’s a lifestyle that shapes peoples’ experiences, relationships and memories. It’s an exciting time to be part of this food culture and I expect VertsKebap to be at the forefront of it.”
VertsKebap will bring its award-winning Mediterranean restaurant concept to markets like Boston, Washington, D.C., and New York City starting this summer. The company will also continue to expand in Texas, with plans to open an additional 10 locations across Dallas, Austin, Houston, and San Antonio. Overall, VertsKebap plans to open 20 new restaurants in 2016.