Mountain Mike’s Pizza, a restaurant chain headquartered in Irvine, has announced the appointment of Sheena Dougher as its new chief marketing officer. Ms. Dougher transitions to the Irvine-based company following a decade of experience with Jack in the Box, a fast-food enterprise based in San Diego. Her arrival marks a new phase for Mountain Mike’s Pizza as it seeks to expand its brand presence and reach new customers.
Ms. Dougher's professional background includes a significant tenure at Jack in the Box. She spent the past ten years with the burger chain, where she most recently held the position of vice president of brand marketing. This role would have involved overseeing marketing initiatives and brand strategy for a national restaurant operation. Her experience reflects a career focused on developing and executing marketing campaigns across a diverse range of restaurant types.
Prior to her work at Jack in the Box, Ms. Dougher accumulated marketing experience with several other restaurant organizations. These included Rubio’s Restaurants and Del Taco, both known for their quick-service dining concepts. She also held marketing roles at Garden Fresh Restaurant Corp., which was the parent company for Souplantation. Additionally, her experience extended to Sammy’s Woodfired Pizza, another establishment within the pizza and casual dining segment. This varied background in the restaurant industry, spanning different types of cuisine and service models, informs her approach to brand development and consumer engagement. Her move to Mountain Mike’s brings this accumulated experience to an Irvine-headquartered company.
Jim Metevier, the chief executive of Mountain Mike's Pizza, commented on Ms. Dougher’s appointment in a public statement. Mr. Metevier highlighted her established record, specifically noting her "ability to translate brand strategy into tangible business results." He further elaborated on the company’s expectations for her role, stating that her "numerous attributes as a seasoned marketer" are anticipated to contribute significantly. These contributions are aimed at strengthening the brand’s overall position in the market. Specific goals include driving increased traffic to locations and boosting sales figures. The company also expects her to deepen connections within the communities served by Mountain Mike's. Finally, her role involves introducing the Mountain Mike's brand to new guests and expanding into new regions across the country. This statement outlines a strategic intent for growth and increased market penetration under Ms. Dougher's marketing leadership. The emphasis on "deepening connections in the communities we serve" indicates a continued focus on local engagement, an aspect of particular relevance to Irvine residents.
Ms. Dougher also provided insight into her perspective on her new position. She identified what she described as "a significant opportunity to deepen the foundation," aiming to "amplify the Mountain Mike’s narrative." She stated this would be achieved "by sharpening what makes the brand unique." Furthermore, she expressed her eagerness to convert this identified opportunity into meaningful growth for both the brand's recognition and the overall business performance. Her focus on narrative and unique brand characteristics indicates a strategic approach to marketing that aims to differentiate Mountain Mike's in a competitive marketplace, originating from its Irvine base.
The appointment signifies the Irvine-based pizza chain’s commitment to strategic marketing and growth. By bringing in an executive with a decade of experience at a major national brand and a broader history across several restaurant chains, Mountain Mike's Pizza is positioning itself for expanded visibility and market share. Residents may observe changes in how the brand communicates its offerings and identity as these new marketing strategies take effect, potentially leading to more widespread recognition for the local company. The leadership transition underscores an institutional focus on long-term brand development and business expansion.