Crocker Brings 30-Plus Years of Experience Working with Major Franchisors Including Chick-fil-A and Inspire Brands
Smalls Sliders, a quick-service restaurant franchise that specializes in cheeseburger sliders, has tapped Don Crocker as chief development officer. Crocker leads all development strategy including identifying opportunities for expansion, partnerships and enhanced market penetration. He brings more than 30 years of franchising experience to the position.
Crocker said he has known CEO Maria Rivera for several years and admires her leadership. “I’m incredibly thankful that Maria and the rest of the Smalls Sliders team saw in me what I see in them – an unbounded potential for growth and a commitment to excellence that can’t be matched,” he said, adding that the QSR franchise stands out among competitors in the saturated fast food industry with its limited menu and streamlined guest experience.
Rivera said Crocker brings valuable skills to the leadership team. “His experience, insights and leadership will be invaluable assets as we progress our vision, mission and purpose. As we move toward our vision to shake up the big burger industry, no one is more prepared to support our growth in the QSR space than Don.”
Crocker’s franchising journey began with Waffle House serving as a real estate manager. Following that experience, he spent two decades working with Chick-fil-A as the senior director of real estate, restaurant development and supply chain. Crocker most recently served as CDO for Inspire Brands, a multi-brand restaurant company whose portfolio includes Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s and SONIC. All of these experiences solidified his passion for large-scale development goals and finding unique ways to drive growth, he said.
Among his favorite aspects of franchising is “the opportunity to join a brand where each individual is committed to taking the brand concept to the next level and together, you can create a lasting, household name,” he said.
Leadership Philosophy
Working in various facets of the restaurant industry for so long, Crocker said he couldn’t imagine doing anything else. He appreciates that brands can define their trajectory by listening to and serving guests well.
Crocker added that he is driven by his leadership philosophy, which he describes as “crafting a clear purpose, vision and mission while prioritizing momentum, innovation and the customer voice. It’s about valuing and empowering your people and fostering a culture where accountability and excellence intersect to create tangible results.” To achieve those results, he said he champions an open and transparent line of communication with those surrounding him.
Crocker is a graduate of the Goizueta Business School at Emory University and the Georgia Institute of Technology.
