Charley's Grilled Subs Announces New VP of Marketing

Branding Expert Mike Cassar Joins Fast-Growing Philly Steak Franchise

November 11, 2011 // Franchising.com // COLUMBUS, OH – Charley’s Grilled Subs, the world’s leading Philly Steak chain known for signature made-to-order sandwiches, has named accomplished marketing veteran Mike Cassar as the company’s new Vice President of Marketing.

Cassar, a leader in branding, digital marketing and franchise relations, is tasked with bringing the unique brand personality of Charley’s to life. He has extensive experience building brand equity for global consumer brands including companies such as Valvoline Instant Oil Change, Michelin, XM Radio, Craftsman, IBM and Ford Motor Company. Most recently, he served as Chief Marketing Officer for EAS Technologies.

“Charley’s is an outstanding company with a tremendous following and superior food,” said Cassar. “The foundation is all here; we just need to spread the word and bring the qualities that make Charley’s such a unique experience to life. I’m thrilled to use my expertise to help communicate this message to the consumer, and I am excited about what’s in store for the company.”

In his previous roles, Cassar focused on building strong working relationships and brand and sales growth solutions. He earned his BA in Business and Communications and his MBA in Marketing from the University of Michigan.

“Everything Mike does begins and ends with the consumer,” said Charley Shin, CEO and Founder. “Mike shares our passion for hot, fresh food and our vision for the brand, and I’m confident that Mike’s experience and consumer-focused approach will help lead Charley’s in the right direction.”

The company, founded in 1986 by Charley Shin, has grown to more than 430 locations in 16 countries. In 2010 alone, 38 new Charley’s restaurants opened. The company is planning to build another 46 locations this year. In addition to fast U.S. restaurant growth, Charley’s has also hit some milestones with development overseas – Charley’s recently signed its12th location in the United Arab Emirates and will soon be opening in the Dubai International Airport in Terminal 1. In addition, Charley’s expanded this year to the Dominican Republic and Brazil.

About Charley’s Grilled Subs

Charley’s Grilled Subs is famous for their hot, fresh made-to-order Philly Steak Sandwiches and other 100 percent Certified USDA choice steak, chicken and deli subs, gourmet fries and freshly squeezed lemonade. The company, headquartered in Columbus, Ohio, has more than 430 locations worldwide in 44 states and 16 countries. Founded in 1986, more than 90 percent of all Charley’s Grilled Subs restaurants are run by franchisees. For more information, go to www.Charleys.com.

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