Scott has Nearly Three Decades of Restaurant Marketing Experience
Hawaiian Bros Island Grill has named Shannon Scott chief marketing officer. Scott previously worked in a fractional capacity with the fast-casual franchise and now oversees brand strategy, national and local marketing, digital engagement and menu storytelling.
“I was drawn to Hawaiian Bros because of the culture first; the brand’s commitment to people and hospitality stood out immediately,” Scott said. “The concept also has strong fundamentals and clear whitespace for growth, which made it a great fit for me professionally and personally. I’m excited about building the next chapter of Hawaiian Bros because I know how special this concept is. While our foundation is very strong, we have so much more to unlock with this brand — strengthening awareness, supporting franchisees and continuing to evolve how we show up in each of our markets.”
She emphasized that a strong marketing strategy is key to increasing Hawaiian Bros’ brand recognition. “Marketing will help us sharpen differentiation, reinforce value and drive consistency across markets. As competition increases, brands that are clear about who they are and deliver on that promise will win.”
Broad-Based Background
Scott has experience as chief strategy officer and deputy executive vice president at the American Academy of Family Physicians, where she guided national initiatives, unified messaging and shaped the company’s strategic direction. She also has 28 years of restaurant marketing experience, including a 16-year tenure at Applebee’s.
“My background spans both mission-driven organizations and large franchise brands, giving me experience aligning messaging, supporting operators and building marketing systems that scale. That perspective has prepared me to lead with clarity, consistency and a strong understanding of how brands grow,” she said.
Scott Ford, CEO of Hawaiian Bros, said Scott’s leadership will help the brand grow in new markets across the country. “Shannon is the kind of leader who elevates the entire organization, bringing strategic discipline, creativity and an instinct for how to build brands people care about. She has led at the highest levels, and understands how to align vision, message and execution,” Ford said.
Leading with Clarity
Scott identified alignment between franchisors and franchisees as a foundational element of strong marketing initiatives. “Franchisors must be clear, transparent and supportive — providing strategies and tools that franchisees can actually use. Listening is just as important as leading.”
During her downtime, Scott enjoys spending time with family and friends, listening to the Beastie Boys and indulging her true crime and dog obsessions.
About Hawaiian Bros Island Grill
Founded in 2018, Hawaiian Bros Island Grill is on a mission to spread the ohana spirit to communities across the nation. The brand currently operates 70-plus restaurants in 12 states.
