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Zaxbys Cook's Viral Rise Sparks New Role
Discover how a Zaxbys team member's creative marketing efforts earned her an executive role, and what the move shows about employee-driven branding in restaurants.
A Viral Video Ignites Opportunity at Zaxbys
Sometimes, frontline enthusiasm is the secret to brand loyalty - At Roost & Rise Holdings, the largest Zaxbys franchise owner in the Southeast, a team member's energy recently changed how the brand engages its audience. Peech Franklin, recognized by many as "DJ Pretty Peech," was given a new executive position, Chief Vibe Officer (CVO), after her creative marketing video for a Back to School event went viral and caught the attention of company leadership. Turning Authenticity Into Advantage - Franklin’s journey from cook to C-suite offers a lesson for restaurant leaders - engaged employees aren’t just essential for operations, but can spark genuine connections with guests and communities.
The Power of Employee-Driven Branding
Building Local Momentum Through Team Members - Instead of relying solely on outside influencers or corporate strategies, Roost & Rise identified Franklin’s natural enthusiasm and made it a cornerstone of their marketing. As CVO, she’ll still cook in the Hattiesburg location but also travel to support restaurant openings, energize promotions, and represent the brand through community events, crew engagement, and her personal social media channels. This approach not only humanizes the brand, but also demonstrates powerful trust in the front-line staff - showing that recognizing in-house talent can be a catalyst for visibility and local engagement.
Lessons for Restaurant Operators and Managers
Recognize and Celebrate Front-Line Innovation - Franklin’s rise exemplifies how empowering employees to be their true selves at work can fuel both staff retention and guest excitement. Restaurant operators can borrow this playbook by
- Encouraging staff to participate in local marketing and events
- Spotlighting team members with a true passion for the brand
- Making space for creativity - inside the kitchen and beyond
Expanding the Impact - From One Location to Regional Excitement
Scaling Authentic Energy - As Chief Vibe Officer, Franklin now DJs at grand openings and offers creative experiences that go beyond traditional customer outreach - like free peach tea at her shifts. By deploying employees who truly “get” the brand, restaurant groups can scale personality-driven marketing across multiple stores, bridging operational goals with local flavor and loyalty. This development reminds industry leaders that marketing innovation often starts in the back of the house - and can reshape how guests experience the brand altogether.
It’s Time to Invest in Your Team’s Spark
A New Blueprint for Growth - The story of DJ Pretty Peech is a clear call for restaurants everywhere to look within when seeking standout voices for their brand. In an era where authentic engagement outperforms traditional advertising, frontline employees can be the secret sauce that elevates every guest experience. Want to lead the next wave of community-driven marketing? Let your people shine first - and watch your restaurants reap the rewards.