Leadership as Marketing: What Portillo’s New CMO Signals for Franchise Growth

In franchising, the appointment of a Chief Marketing Officer isn’t just a personnel change; it’s often a signal of where the brand intends to go next. That’s the takeaway from Portillo’s announcement that Denise Lauer, former CMO of Marco’s Pizza, has joined the Chicago-based restaurant chain to lead marketing during a critical period of transformation.
View Source
September 9, 2025

A Track Record of Growth at Marco’s Pizza

Denise Lauer didn’t just lead successful campaigns at Marco’s Pizza, she redefined what growth-driven marketing leadership looks like for franchisors—and now Portillo’s is betting big on her next chapter.

At Marco’s Pizza, Lauer’s Impact Was Hard to Miss

She oversaw the launch of bold menu campaigns that leaned into trending “swicy” (sweet and spicy) flavors, introduced digital-first engagement strategies, and guided the brand past the 1,200-unit milestone.
Perhaps most telling for franchise marketers:
65% of Marco’s 2024 growth came from existing franchisees reinvesting in the system—a clear signal that Lauer’s marketing efforts didn’t just resonate with customers, but also built confidence among operators.

Why Leadership Is a Marketing Strategy

Portillo’s move highlights a truth every franchisor should recognize: leadership decisions can be one of the most potent marketing strategies a brand has.
A seasoned CMO doesn’t just bring new campaigns; they bring credibility, direction, and a fresh narrative for customers, investors, and franchisees alike.
For franchisors, the lesson is clear.
When you bring in leaders who have a proven track record of scaling brands, you’re not just filling a seat at the table; you’re broadcasting a story about your brand’s priorities.
In Portillo’s case, it’s a story of modernization, digital-first engagement, and franchisee-centered growth.

Lessons for Franchise Brands

Digital-First Engagement Wins Loyalty

Lauer modernized Marco’s ordering systems, loyalty programs, and digital campaigns.
For Portillo’s, a stronger digital presence could bridge the gap between premium branding and everyday accessibility, something many franchisors wrestle with.

Menu Innovation Fuels Marketing Momentum

The success of Marco’s “Fiery Flavors” and co-branded limited-time offers shows how culinary innovation doubles as a marketing lever.
Portillo’s, with its iconic Chicago-style menu, now has an opportunity to innovate without losing heritage.

Franchisee Confidence Is the Growth Multiplier

Perhaps the most important takeaway: franchisees follow leaders who deliver results.
When growth is driven by reinvestment from existing operators, it’s a strong endorsement of both the brand and its leadership.

The Bigger Picture

For Portillo’s, hiring Denise Lauer is more than a leadership decision—it’s a brand signal.
To customers, it says the chain is serious about evolving its digital experience.
To franchisees, it says the company is investing in proven growth strategies.
And to the wider franchise world, it’s a reminder that marketing begins at the top.


Want Help Turning Leadership Into Brand Momentum? Let’s Talk