The Appointment
Red Robin Gourmet Burgers, Inc. (NASDAQ: RRGB) has named Scott Hudler as chief marketing officer, effective Sept. 8, 2026, ending a 16-month stretch during which Russ Klein held the post in an interim capacity. Hudler arrives from Whataburger, where he served as senior vice president and chief marketing officer, overseeing brand, digital, and customer engagement for the Texas-based burger chain.
What the Role Covers
Hudler's remit at Red Robin will span brand strategy, advertising, digital marketing, loyalty, culinary innovation, guest insights, and marketing communications — a broad mandate that reflects the chain's push to deepen repeat visits across its nearly 500 U.S. and Canada locations. The scope places him at the center of Red Robin's "First Choice Strategy," the operator's framework for competing in the crowded casual-dining burger segment. Klein will remain with the company in a consultative role through the end of 2026 to support the handover.
Hudler brings more than 25 years of experience spanning restaurants and retail. Beyond Whataburger, his résumé includes senior roles at Torchy's Tacos, Dunkin' Brands, Mars, Popeyes, and DICK'S Sporting Goods — a cross-sector background that Red Robin's leadership said informed its selection. Dave Pace, president and CEO, credited Hudler's "guest-first mindset" as central to advancing the chain's marketing approach and driving its next phase of growth.
Industry Context
The appointment comes as casual-dining burger chains face sustained pressure from fast-casual competitors and shifting consumer spending patterns. Loyalty program performance and digital ordering penetration have become increasingly critical metrics for full-service burger operators trying to defend frequency among value-conscious guests. Red Robin's Royalty loyalty scheme and its online ordering infrastructure for to-go, delivery, and catering are expected to be priority platforms for Hudler. His prior work building digital and engagement strategies at Whataburger — a brand that has aggressively expanded its loyalty and app footprint — is seen as directly transferable.
Hudler framed his mandate in terms of driving visit frequency and long-term loyalty. "Red Robin continues to have a tremendous opportunity to deepen its connection with guests and create even more reasons to visit as it builds on the momentum it has created," he said. Food & Beverage Magazine has previously covered the chain's culinary innovation pipeline as a lever for traffic recovery in the post-pandemic casual-dining environment. Red Robin operates roughly 500 locations in the United States and Canada, including franchised units, and serves a menu anchored by gourmet burgers alongside salads, appetizers, and Donatos Pizza at select sites.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
