September 17, 2010 // Franchising.com // BurgerFuel (BFW) has today announced changes to senior management in the company. Current BFW CEO Chris Mason has been appointed to the new position of CEO Business Development & International Markets. Effective today, he will head the rollout of stores in international markets as well as drive future product and store innovation development.
Josef Roberts who is currently executive director will assume the role of CEO Australasia. Chairman Peter Brook has said that this represents a very positive change for the company: "With some of the GCC markets already negotiated into Area Development Agreements, the focus now switches to the roll-out of stores in those markets. As the founder of BurgerFuel, Chris has significant knowledge of the brand, the systems and how best to adapt the operations to those markets. It is logical that he should head up this important part of the business." says Mr. Brook.
Peter Brook said that steady progress was being made in the company and that Josef Roberts who has been working in the business daily for the past 2 years, would assume the CEO position in NZ and Australia: "Josef is very familiar with the operations and he will focus on continuing to grow NZ as well as further develop the brand in Australia".
Josef Roberts the former Australasian founder and CEO of Red Bull said that this was an exciting development for the company and represents the next chapter. He said that: "BurgerFuel is expanding and it's time to facilitate that growth by carving up the day to day responsibilities and creating more value where each person can best add that value".
He also said he is looking forward to the challenge of further developing the Australasian business, where he would like to see BurgerFuel add considerable scale over time. "As the economy improves, so do our chances of growing the system. We have a great operational team at BurgerFuel and I look forward to working with everyone on a closer basis, whilst at the same time freeing Chris up to do the things needed to grow other important parts of the business".
Josef Roberts said that he will continue to work closely with Director Al Dunn, the ex McDonalds Chairman and CEO who joined BurgerFuel last year.