His tenure at the chain has coincided with an expansion plan that sees the chain working to add 600 new restaurants to its 800-plus footprint. We weren't really investing in marketing as a lever, and I think the brand suffered from it. More people in the U.S. don't know who we are than know who we are, and we're a brand that started in the ‘90s. We’ve brought in some great agency partners to really help elevate the way we think about the brand. It's helped us to build the foundation we need to become a national brand.