Bob Evans Farms Inc. has named Mark Mears president and chief concept officer of its 145-unit Mimi’s Café casual-dining chain.
Mears most recently served as chief marketing officer and a senior vice president at The Cheesecake Factory, where he had worked since 2008. Before Cheesecake Factory, he was senior vice president of marketing and sales at Universal Studios Hollywood and earlier held executive marketing roles at Blimpie International and Pizza Hut.
“We are excited to have Mark join our team at Mimi’s Café,” said Steve Davis, chairman and chief executive at Bob Evans Farms. “His experience in brand positioning and marketing at some of the country’s top advertising agencies and restaurant chains will be essential to our efforts to generate profitable top-line growth at Mimi’s. He also has a proven track record of improving brand awareness and developing innovative sales-driving programs in challenging economic conditions. His primary focus will be to improve sales and profitability at Mimi’s.”
Mimi’s Café is based in Irvine, Calif., and operates its casual-dining restaurants in 24 states, primarily in California and the West. Parent company Bob Evans Farms of Columbus, Ohio, also operates 569 namesake family-dining restaurants in 18 states.
Contact Mark Brandau at [email protected].