Ascent Hospitality promotes Blain Shortreed to COO

USA – Blain Shortreed, who joined Ascent Hospitality in 2023 as president of Huddle House, has now been appointed as the company’s Chief Operating Officer (COO).

In this new capacity, Shortreed will oversee operations at both Huddle House and Perkins, with a strong emphasis on strategic growth, improving operational efficiency, and building stronger relationships with franchisees.

His appointment marks a critical step as Ascent continues to strengthen its brands and expand their reach.

As COO, Shortreed will take the helm of an ongoing transformation at Perkins that began in 2024.

The transformation includes a fresh brand identity, an updated restaurant image, and the launch of the fast-casual Griddle & Go concept.

In collaboration with the Perkins leadership team, Shortreed will continue to refine the guest experience while ensuring sustained growth across the brand.

At Huddle House, Shortreed’s leadership had a significant impact. He reorganized the leadership team and was instrumental in driving momentum despite ongoing market challenges.

The brand’s “Innovate / Elevate / Communicate” strategy, spearheaded under his leadership, positioned Huddle House for future success.

The company is now on track to reach an average unit volume of US$1 million and aims to expand to 500 units within the next five years.

Prior to joining Ascent, Shortreed had an extensive career at Long John Silver’s, where he served as both president and CEO.

During his tenure, he led the brand through a series of improvements, including boosting food quality, simplifying operations, and overseeing a remodeling program that is still in progress.

With over 40 years of experience in the quick-service restaurant (QSR) industry, Shortreed has held numerous leadership roles, including positions at Yum Brands, which further solidified his credentials.

James O’Reilly, CEO of Ascent Hospitality Management, expressed his confidence in Shortreed’s abilities, emphasizing his expertise in optimizing business performance, enhancing operational efficiencies, and supporting franchisee development.

These skills will be crucial as the company continues to pursue its long-term goals.

Ascent Hospitality, which oversees both Huddle House and Perkins, is focused on revitalizing its established brands.

With nearly 600 locations across the U.S. and Canada, the company’s mission is to bring people together over delicious, made-to-order meals.

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