Can burgers really survive the journey to 30,000 feet?
About Gerard Hart
G.J. Hart, president, CEO, and director of Red Robin Gourmet Burgers, has discussed the company's "North Star" turnaround plan, which he described as a five-point strategy focused on returning to the brand's roots of quality, hospitality, and community engagement. In earnings calls and interviews, Hart stated that the company made progress in 2023, including a 1.6% increase in comparable restaurant sales and a 33% rise in EBITDA. He outlined plans to invest an incremental $3 million in marketing to promote the chain's expanded "bottomless" menu, which now includes 30 items beyond fries, and to redirect the loyalty program toward rewarding existing customers rather than offering discounts to new guests. Hart has also commented on broader industry trends, describing a partnership between Shake Shack and Delta Airlines to serve burgers in first class as a "challenging risk" due to the difficulty of maintaining burger quality after cooking. In leadership discussions, he has emphasized the importance of being genuine, caring for team members, and serving the people one leads, stating that culture in an organization is "done by design, not by default." Hart, a James Madison University graduate and benefactor of its Hart School, has also spoken about the need for restaurants to adapt to rising costs and labor challenges through innovation.