#511: Leaders in Customer Loyalty: Brand Story | From Sticker Cards to Smart Rewards: Hot Head Burritos Evolves Loyalty

Send us Fan MailNearly two decades after first firing up the grill, Hot Head Burritos, with its fiery mascot Leroy leading the charge, has grown from a Dayton favorite into a fast-casual brand with serious regional momentum. Known for bold flavors and an increasingly sophisticated digital loyalty strategy, the chain now spans 86 locations across nine states and continues finding new ways to connect with guests, from the counter to the app and everywhere in between. Peter Wiley has had a front-row seat to that evolution. Now serving as Vice President of Marketing and IT, he’s been involved since day one. “My brother called me and said, ‘Hey, I’m starting a brand. Can you work on a website and a logo and some graphics?’” he said.  Over time, that creative support expanded into leadership over marketing, loyalty, and IT, roles that increasingly intersect as the brand grows.