BJ’s Restaurants on Tuesday named Lyle Tick, CEO of On the Border Mexican Grill & Cantina, as its new president and chief concept officer.
Tick had been with On the Border since December and before that was president of Buffalo Wild Wings beginning in 2018.
It is the latest sign of change at the 216-unit casual-dining chain, which last week let go of CEO and President Greg Levin and replaced him with interim CEO Brad Richmond, a BJ’s board member and former CFO of Darden Restaurants.
Tick will assume Levin’s former role as president and will also focus on BJ’s branding, marketing and innovation as chief concept officer. He is best known for his time at Buffalo Wild Wings, where he led a revamp of the chain’s branding, restaurant design and menu. He also launched the fast-growing Buffalo Wild Wings Go spinoff.
Prior to Buffalo Wild Wings, Tick was a managing director at Walgreens Boots Alliance, where he worked on beauty brands, and a category director with Bacardi.
BJ’s is hoping Tick will help the chain reach more customers. It has struggled recently with sales and traffic declines and is facing pressure from a pair of activist investors to make changes.
“In addition to his experience and affinity for the casual dining space, Lyle’s extensive experience with consumer goods and spirit brands will bring a fresh perspective to our marketing, innovation, culinary, beverage and brewing teams,” Richmond said in a statement.
Tick said we was thrilled to join BJ’s as it begins a new chapter.
“I look forward to working with Brad and the leadership team to drive increased awareness of the BJ’s brand as well as higher sales, traffic and margin improvement to position the Company for ongoing growth and an increased share of market,” he said in a statement.
Tick’s new role is effective Sept. 9.
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