GoTo Foods appoints retail veteran Omer Gajial as new CEO

GLOBAL – GoTo Foods has named Omer Gajial as its new CEO, succeeding retiring Jim Holthouser who led the company since 2020 through rebranding and aggressive expansion of its seven-brand portfolio.

Gajial’s retail expertise positions GoTo for digital-driven growth.

Proven Retail Leadership Background

Gajial joins from Albertsons as chief merchandising and digital officer, overseeing merchandising, digital strategy, marketing, loyalty programs, and retail media across 2,000 stores.

His two-decade career includes Amazon roles in North American category development and marketplace operations, plus PepsiCo leadership in global strategy and marketing across Middle East, Africa, South Asia, and North America.

Holthouser, a hotel industry veteran, transformed Focus Brands into GoTo Foods, emphasizing co-branding that signed 1,177 franchise agreements in 2024 (578 domestic, 599 international), achieving four years of net unit growth.

Strategic Priorities Under New Leadership

Gajial prioritizes product innovation, guest experience enhancements, operational efficiencies, and franchise profitability.

His tech-savvy background aligns with GoTo’s Qu POS rollout in 1,600+ locations, unifying kiosks, mobile ordering, and loyalty, boosting Moe’s and Jamba average checks 10%.

The portfolio, Auntie Anne’s, Carvel, Cinnabon, Jamba, McAlister’s Deli, Moe’s Southwest Grill, Schlotzsky’s, spans 6,900+ outlets in 50 states and 65 countries, with two-thirds of pipeline international.

Growth Momentum and Future Outlook

2025 incentives target Michigan, Utah, Wisconsin for multi-unit co-branding in streetside, urban, and nontraditional venues like airports.

Digital platforms with AI recommendations and frictionless payments added 4.52 million loyalty members last year.

Gajial’s global perspective fuels platform synergies in marketing, technology, and development, sustaining GoTo’s Franchise 500 rankings and NRN Top 500 presence amid diversified revenue streams.

GoTo Foods strengthened its leadership in February 2025 with five internal promotions, promoting industry veterans to drive franchise profitability and double-digit growth across its seven-brand portfolio.

Strategic Leadership Enhancements

Shelley Harris advanced to EVP and Chief Operating Officer, overseeing supply chain and operations from her prior role as President of the Restaurant Category. Bobby Morena became Chief Development Officer, managing sales, real estate, design, construction, and portfolio expansion after serving as SVP of Franchise Development.

Mike Freeman was named President for Brands, succeeding his tenure as Chief Brand Officer at McAlister’s Deli. Urvi Patel took SVP of Brands and Chief Brand Officer for Cinnabon, building on her SVP Customer Experience role. Danielle Parra joined as Chief Brand Officer for McAlister’s Deli.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.