Former ad exec takes over restaurant brand

Steve’s breakdown: Normally we wouldn’t report on such a small client but the fact that B.Good brought in an agency guy who’s worked on accounts like Dunkin’ makes us think advertising will be on top of the to-do list.

BOSTON, MA: Former ad exec to focus on farm-to-table, community outreach stories

Fast-casual chain B.Good has named Brent Feldman, left, its chief marketing officer, the Boston-based company said Monday.

Feldman replaces Kim Cerato, who recently left the company.

Most recently, Feldman was executive vice president and group account director at marketing and communications firm Hill Holliday, where his clients included Dunkin’ Brands, Chili’s Grill & Bar and The Coca-Cola Company. He has spent most of his career as an advertising agency executive focusing on the food and beverage industry, B.Good said in a release announcing his appointment.

Feldman will be responsible for new product development and customer experience, particularly within the restaurants, as well as driving consistency and brand awareness for the chain, which has 70 locations in North America, Switzerland and Germany. That will include sharing stories about the farmers who supply B.Good as well as the restaurants’ own community outreach, the company said.

“B.Good is an amazing brand with so many admirable attributes and amazing stories,” Feldman said in the release. “The surface has barely been scratched on the stories it has to tell about itself. I’m most excited to expose more people to what many already know — that B.Good has incredibly delicious food you feel better about eating because of where it comes from and how it’s made. This is a brand that is rooted in local communities and I look forward to telling its story.”

Feldman’s appointment comes a month after B.Good named former Dunkin’ Brands executive Chris Fuqua as CEO, replacing founder Anthony Ackil.

“We have big plans to expand the B.Good brand in the months and years ahead,” Fuqua said in the release. “This plan includes driving brand awareness by telling the B.Good story, really understanding our customers, innovating through menu and technology and building a culture that makes B.Good a fantastic place to work. … [Brent] is a natural choice to lead the marketing efforts that will help make all of this happen and we are so excited to welcome him to the team.”


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