Roost & Rise Holdings, the largest Zaxbys franchisee across the Southeast, has appointed Peech Franklin, known as “DJ Pretty Peech,” as its new Chief Vibe Officer. The newly created position is designed to embody the energy of its restaurants in local marketing, community events and guest experiences across the franchise.

Franklin, who works as a cook at the Hattiesburg Zaxbys, caught the attention of Roost & Rise CEO Drew Gresset after creating a video to hype the restaurant’s Back to School event. Her personality, creativity and passion for Zaxbys resonated with Gresset, inspiring him to create a new opportunity based on the qualities that had already made Franklin a standout team member.

As CVO, Franklin will continue working as a cook while taking on new responsibilities within Roost & Rise’s local marketing efforts. She will support new restaurant openings, create hype around promotions and special events, engage restaurant crews, participate in community initiatives, create social content and serve as a brand ambassador. She will also DJ at upcoming Roost & Rise grand openings, and guests at her Hattiesburg location can enjoy a free peach tea whenever she is on shift.

“Peech is the kind of person who makes you stop and pay attention,” said Drew Gressett, CEO of Roost & Rise. “She has an incredible passion for Zaxbys and a natural ability to connect with people and create excitement. When Drew and I saw her video, we knew we had an opportunity to turn that passion into something bigger. This role is about recognizing what our team members already bring to the table and giving them a chance to make an even greater impact.”

Franklin personifies Roost & Rise’s approach to local marketing by identifying team members who have an authentic connection to the brand and its communities, giving them opportunities to help shape how the franchise shows up locally.

“I’ve always been a people person, and I love making every Zaxbys feel like a place where everyone is welcome,” said Franklin. “Whether I’m in the kitchen, behind the mic or out in the community, I’m all about bringing people together. I’m excited to take that energy beyond Hattiesburg and make some memories with the Zaxbys family across the Southeast.”

For more information on Roost & Rise Holdings or to find the nearest Zaxbys location, visit zaxbys.com.

Source https://www.qsrmagazine.com/news/zaxbys-cook-promoted-to-chief-vibe-officer-after-viral-marketing-video/