Saving Pita Pit: A Restaurant CEO's Road Trip

Peter Riggs, a former Idaho state senator, is no stranger to saving the Pita Pit restaurant chain. Two decades ago, he and his partners purchased the struggling U.S. operations, grew the business to 250 locations, and eventually sold their stake. However, the restaurant chain faced a new challenge during the COVID-19 pandemic, shrinking to just 65 locations. Riggs stepped back in as CEO in March 2023 with a mission to revive Pita Pit.

• He understood that gaining the trust of the remaining franchisees was crucial to the restaurant's success.
• To rebuild relationships and listen to their concerns, he embarked on a cross-country road trip, traveling 50,000 miles in a camper van.

Connecting With Franchisees

Riggs's approach was centered around empathy and communication. He spent time listening to franchisee concerns, acknowledging the challenges they faced during the pandemic and the lack of support from the corporate office. The franchisees needed someone to hear their frustrations, and Riggs provided a platform for them to vent.

• He understood the importance of building trust, recognizing that the franchisees were vital to the restaurant's future.
• His willingness to listen and empathize laid the foundation for rebuilding relationships.

Adapting to the Changing Market

Riggs learned from his conversations with franchisees that Pita Pit needed to adapt its offerings to a changing market. The restaurant's traditional $5-$6 sandwiches were no longer affordable for college students, who were the core customer base. This led to the introduction of new items, such as the Greek Grilled Cheese, which offered a smaller and more affordable option.

• The new menu items were designed to appeal to a wider customer base and address the changing consumer preferences.
• Riggs's willingness to embrace change and listen to franchisee feedback was critical to the restaurant's evolution.

Modernizing the Pita Pit Experience

Recognizing the need to modernize the restaurant chain, Riggs proposed a new drive-thru-only unit design. This innovation would cater to the increasing demand for convenience and speed in the fast-food industry. While some franchisees were reluctant to embrace change, Riggs remained steadfast in his vision for the future.

• He offered support to franchisees who wanted to sell their locations, finding new owners for them.
• The drive-thru concept represented a strategic move to adapt to the evolving consumer landscape.

Beyond the Restaurant: A CEO's Journey

Riggs's journey went beyond just listening to franchisees. He also visited food distributors to understand their challenges and ensure that Pita Pit's pita bread was being handled properly. His willingness to engage with everyone in the supply chain, from franchisees to warehouse workers, demonstrated his commitment to building strong relationships.

• He recognized the importance of treating everyone with respect and acknowledging their contributions to the restaurant's success.
• These relationships were vital to the restaurant's smooth operation and its ability to deliver a consistent customer experience.

Lessons in Leadership and Marketing

Riggs's experience on the road wasn't just about saving a restaurant. It was about learning valuable lessons in leadership and marketing. He documented his journey in a podcast called "Vantastic Voyage," where he interviewed restaurant executives, marketing experts, and other industry leaders.

• The podcast highlighted the importance of communication, empathy, and adaptation in the modern business world.
• Riggs used his experience to redefine the way fast-food businesses operate, focusing on relationships and customer experience.