Saying that his work is “substantially complete,” Greg Dollarhyde stepped down as CEO of Veggie Grill late on Thursday. Steve Heeley, the company’s chief operating officer, will take his place on May 2.
Dollarhyde will remain on the board of directors at the 29-unit Santa Monica, Calif.-based fast-casual chain. Heeley will join the board.
“My work as CEO is substantially complete,” Dollaryhyde said in a statement. “It’s been a great pleasure to lead the Veggie Grill team over the last five years, as we introduced sales-building and craveable food innovations that are continuing to drive positive comp sales and improving cash flow. We also built a new brand platform, a new look and design feel, a robust real estate development model and a strong operating team.&rdquo ;
Heeley is a former president and CEO of the sandwich chain Earl of Sandwich LLC and prior to that was the chief operating officer at Au Bon Pain.
“I have known and worked with Steve since 1999,” Dollarhyde said. “He is a consummate leader and a knowledgeable veteran of our industry.”
Said Heeley in a statement: “I am thrilled about the opportunity to lead Veggie Grill as we grow our groundbreaking brand and bring our creative, innovative veggie-centric food to fans in new markets.”
Dollarhyde became CEO of Veggie Grill in 2011, when the chain had just six units. He had been an investor in Zoe’s Kitchen and is also a former CEO of Baja Fresh Mexican Grill.
He plans to relaunch Dollarhyde Enterprise Group to support and counsel entrepreneurs.
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